bet365's Biopic Inspired Spot Celebrates Ordinary Sporting Moments

In the new campaign, a seemingly average curling throw triggers a global cultural phenomenon. With a series of increasingly incredible events, a relatively minor moment is elevated to the point where curling mania takes over the world.  

The concept recognises that sport isn’t all overhead kicks and 70-yard throws into the Fend zone. For every glorious moment, there are plenty of ‘ordinary’ ones that go uncelebrated, but no matter what you’re experiencing, bet365 always maximises your enjoyment. Whatever the sport, whatever the moment, it’s never ordinary with bet365.  

Drummond Central creative director, Kevin Lynn, said, “bet365 wanted a fresh new look and feel, something we were fully on board with. It’s a concept based on a brilliantly simple idea – any sport can have an amazing moment. We wanted every sport to feel as epic as the Premier League, NFL or NHL.”  

Directed by Academy's Jack Driscoll, produced by Tom Cartwright and with VFX by Selected Works, it’s cinematic and episodic, with a style that’s reminiscent of a light hearted sports biopic. The epic production was filmed on location in Madrid, Barcelona and LA, and in-studio, over 21 shoot days.  

The film’s director, Jack Driscoll of Academy, added, “Drummond Central’s Kevin and Stephen came up with the idea of taking a fairly underwhelming curling moment and injecting it with the sort of drama and fun you see in mainstream sport films. I was pulled in by all the visual  potential of it all as well as the tone of their campaign.” 

“I love smashing the ordinary and extraordinary together and this gave me the chance to do that. There was so much freedom to chuck in characters and little stories too, however silly or random. It was amazing to work on a campaign that didn’t take itself too seriously.” 

“We shot the campaign over a month on a combination of large-scale locations and set builds with a cast of about 150 characters and 900 extras. Producer Tom Cartwright somehow broke it all down into manageable shoot days and brought in an incredible crew. We had Ben Todd, Alex Vivet, Joe Guest and Greg Spencer on from from the beginning and those guys really helped me shape it.” 

Chloe Shrubb, bet365's global head of brand marketing, commented, "The In-Play betting experience is something that bet365 has and always will excel at. This campaign is all about ensuring that every moment in every sport contributes to that unique betting experience. The sentiment behind this campaign is essentially a reminder for everyone that bet365 stands out from the crowd. It’s unique in so many ways and it’s absolutely Never Ordinary."  

The campaign launched in style, becoming the first 60” ad by a bookmaker to feature during Sky Sports ‘turbo break’ on commercial UK TV. The ad will span linear TV, out of home, audio, print and digital, with UK media planning and buying by Republic of Media.  

Never Ordinary will run above the line in multiple territories across 23/24, including the US, Mexico and other European countries.