Seven Languages in One Spot as Sky Bet Goes Global for the World Cup

Sky Bet are going global with a multi-language TV spot, hosted by Jeff Stelling. The film promotes Sky Bet’s World Cup ‘Money Back’ offer. 

In the film, British sports broadcaster Jeff Stelling gets his lips round French, German, Spanish, Swedish, Japanese and Russian. 

To ensure Stelling’s pronunciation was perfect, Sky Bet and advertising agency Who Wot Why put Stelling through a rigorous language training regime. Native speakers from each nation worked closely with Stelling over many weeks. 

Russian proved the most complicated, with Russian translator Kirill requiring multiple intensive sessions to transform Stelling’s Hartlepool lilt into an authentic Russian accent. 

The film went live ahead of the British bank holiday and was subtitled to help viewers understand Jeff’s new lingo. 

Ben Walker, ECD of Who Wot Why, said: “At Who Wot Why, we break rules. A British bookmaker ad, hosted by a British football pundit speaking seven languages? That sounds like a rule broken!” 

Ross Sewley, Head of Sky Bet Brand added: “At Sky Bet we want customers to Go Global this World Cup. So, we thought making Jeff Go Global too seemed like a sehr gut idea.” 

Sky Bet’s Go Global campaign will continue to run throughout the tournament, supported by additional TV, digital display, content and print.