William Hill reiterates advertising commitment with new safer gambling campaign

Operator William Hill is set to release a new safer gambling advert as part of the relaunch of its master brand, which includes a fresh TV campaign. 

Earlier this year, William Hill, along with various other company’s, committed to use 20 per cent of their advertising slots to raise awareness of safer gambling, including making people aware of tools such as deposit limits and time outs. 

“As a responsible operator, we understand the importance of safer gambling, and we hope the new safer gambling creative will encourage customers to enjoy our products safely,” said Charlotte Emery, chief brand officer at William Hill.

The new advert will go live ahead of the European Championships next month and is said to celebrate the ‘unique differences of each of the nations’.

Alongside the safer gambling advert, William Hill is to launch another TV advert which is said to match the new brand positioning. 

Set to celebrate the ‘close bonds of friends and the shared passion they have for sport and gaming’, the new UK TV campaign will recognise the return of people being able to share moments in an ‘authentic and relatable way’.

“We are excited about the launch of the new campaign and the master launch of our iconic global brand,” added Emery.

“William Hill is a brand that is loved and respected across the world, and it was really important for us to unify our global brand under one single identity.

The UK advert shows a series of real friends enjoying life and sport and celebrates the unforgettable moments they share. It also features William Hill ambassadors Sir AP McCoy, Jermaine Jenas, Rio Ferdinand and Robbie Savage enjoying these fun moments with fans. 

“I have been with William Hill for over 12 years. They are a great company to work with, and it was magic being in the advert with my mates Rio, AP and Jermaine.” expressed Savage.  

The advert features a music track that transcends generations, nationalities and sport, the Neil Diamond written and composed ‘Sweet Caroline’. 

Explaining the use of Sweet Caroline, Emery noted: “We wanted an iconic sporting song for the advert, and we were delighted to be able to get ‘Sweet Caroline’. It is a song that spontaneously gets friends singing together. It was the perfect song for our campaign.”

The new advert was filmed across 16 locations in London in April and was directed and brought to life by Nico and Michel Arribehaute. The former professional rugby playing brothers previously worked on campaigns for Renault, Lucozade and Under Armour. 

“We were delighted with the passion and drive that Nico and Michel brought to the project. The fact they played rugby professionally gave them a unique understanding of the passion of sport. I am thrilled with the results. They nailed the brief.” concluded Emery.