Stink's Keith McCarthy directs rowdy new ad for the new digital betting and gaming platform
News UK has launched the first ever TV ad for its new digital betting and gaming platform, Sun Bets.
The 60 second TV commercial is a noisy, disruptive, confident celebration of football culture, emphasising the friendship, fun and ‘banter’ that underpins the nation’s favourite sport.
Shot in handheld through the first-person perspective of a fan, the fast-paced spot is brimming with adrenaline and excitement, with a mischievous streak of British humour running throughout. Swift cuts and bold, pumping sound design make viewers feel they are completely immersed in the action.
The commercial was created by News UK’s new on-premise agency Pulse Creative, and directed by Keith McCarthy through Stink, and features footballing legend Ian Wright and racing personality Matt Chapman – two of the brand ambassadors for Sun Bets.
It is part of a multi-million campaign spanning print, digital, social media and CRM, which aims to introduce the Sun Bets brand to the general public. The campaign, which launched earlier this month, features the strapline 'You Betcha' – promoting the immediacy, convenience and on-the-pulse nature of the new betting and gaming website and app.
Kate Bird, Marketing Director – Betting and Gaming at News UK, said: “We wanted a launch ad that felt exciting, energetic and had Sun personality at the core, allowing us to standout in a me-too market. Do I think we've achieved that? You Betcha.”
Sun Bets is the latest addition to The Sun’s comprehensive stable of sports and entertainment products, including The Sun newspaper and website, Fantasy Football game Dream Team and Sun Bingo. Offering anytime access to betting and gaming, the Sun Bets app and website has been developed in partnership with Tabcorp, one of the world’s largest wagering operators.
Business Director :
Matt Mint, Pulse Media
Music and Sound
Wake The Town / Theodore
Post Production / VFX
Marc Czerwiec, Tom Carrick, Pedrom Dadgostar
Post Production House:
Publications and media