After a nine-month hiatus, the new NFL season is officially underway, paving the way for operators like bet365 to celebrate with a brand new global marketing campaign.
Titled ‘Never Ordinary’, the campaign is based upon the concept that “the bet365 experience is never ordinary”, and the operator has started the rollout with a television commercial starring Aaron Paul.
However, rather than basing it on the NFL, the ad features Paul as a spectator at curling, where a seemingly average throw triggers a “cultural phenomenon” with people celebrating in the streets before trying their own hand at the sport.
Chloe Shrubb, Global Head of Brand Marketing at bet365, explained: “The in-game betting experience is something that bet365 has and always will excel at. 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 will run globally, appearing online, in communications and across digital.
bet365 has also incorporated responsible gambling into the new creative platform, producing a standalone commercial within the Never Ordinary environment “to fully support our responsible gambling message”.
bet365’s Alex Sefton, Chief Marketing Officer, said: “We are really excited to share Never Ordinary with the world. It’s an exciting change for bet365 and one which celebrates our strengths and the direction we’re heading in.”
The campaign was created alongside creative agency Drummond Central with the ad filmed on location and in-studio, in Madrid, Barcelona and LA.
Kevin Lynn, Drummond Central Creative Director, added: “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.”
The new NFL season started last night as the Detroit Lions overcame the Kansas City Chiefs 21-20.
