Stars recruits Freddie Flintoff for £100m Challenge advert
Stars CMO Christopher Coyne enlists the former England cricketer for World Cup promotion TV short
The Stars Group has unveiled its first TV advert for BetStars’ free-to-play World Cup promotion, Stars £100m Challenge.
Punters across the UK, Sweden, Denmark, Norway and Finland are invited to guess the correct result of all 64 World Cup matches at the 2018 tournament in Russia for the chance to win a £100m prize.
Freddie Flintoff is the face of the TV campaign as he gets fired into space wearing a billboard advertising the prediction game in a short directed by Crispin Porter + Bogusky London and Traktor.
https://www.youtube.com/watch?v=NY0-ppQCxDA
The ad marks a fresh marketing approach from Stars under former Paddy Power marketing chief Christopher Coyne who joined the Canadian firm as CMO in January.
Stars Group CMO Coyne joked: “When we decided to launch the biggest betting promotion in history, we thought about hiring the biggest star in the world to be the face of the Stars £100m Challenge, but there isn’t a star that’s big enough so we got Freddie Flintoff.”
CP+B executive creative director Dan Watts said: “Unlike big-gun marketers Red Bull and KitKat who’ve spent millions getting their brand into outer space, Stars is giving millions away instead.
“When you’ve got a promotion as big as £100m, you don’t really need a celebrity to sell it – but you can certainly use one to promote it,” he added.