William Hill kicks off ‘It’s who you play with’ advertising campaign
Campaign to debut on ITV tonight and is the first launched with creative partner 72andSunny Amsterdam
William Hill will today unveil its new ‘It’s who you play with’ European advertising campaign, the first launched in partnership with the new creative agency 72andSunny Amsterdam.
The campaign begins tonight on UK national television during Lethal Weapon on ITV and aims to showcase how the William Hill brand increases the bonds of friendship via a collective love of sport.
According to William Hill, the campaign is in line with the company’s broader strategy to become more digital and regulated, while the ad demonstrates the social aspect of betting and that Hills can provide a “welcome opportunity to connect”.
“The love of sport brings people together and William Hill is all about enhancing that enjoyment – betting is at its very best when it is a social experience and that is what our new campaign aims to capture,” Charlotte Emery, William Hill’s brand and marketing director, said.
‘It’s who you play with’ will be rolled out in other markets such as Spain at a later date, with the campaign set to appear across TV, social media, digital, print and outdoor advertising.
“Working with William Hill felt like an opportunity for a really fresh take on the betting category,” Matt Firth, creative director at 72andSunny Amsterdam, said.
Firth added: “We wanted to get away from all the tired lads and larger stereotypes to create something that felt more relatable and showcased the best of betting.
“For us, that meant showing how a bet can bring people together, fuel conversation and create real moments of connection.”
Earlier this year, EGR revealed that 72andSunny Amsterdam had become William Hill’s new European creative and marketing agency after winning a four-way pitch led by the bookmaker’s in-house marketing and procurement teams.
The operator has undergone a major shift in its marketing strategy in recent months having moved away from a focus on betting towards a more brand-led strategy, such as its Anthony Joshua campaign.
Read EGR Marketing’s recent feature on brand-led advertising here.