With Bet365 Backing Your Favourite Team is ‘Never Ordinary’

Leading bookmaker bet365 is leaning into the reality that regardless of which sporting event is being enjoyed, there are fans around the world enjoying its memorable moments and history-making plays. How better to be a part of history than taking action on the event as it unfolds?

Chloe Shrubb, Global Head of Brand Marketing, said:

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"The In-Play 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."

With over 750,000 live-streamed events covering 78 sports, 20,000 boosted monthly odds, and a wide range of promotional offers, there are plenty of opportunities to try your hand at an in-play bet of your own,

Curling Truly Deserves More Love

A new tongue-in-cheek advertising campaign lauding the action and adventure inherent to the ancient art of curling is their medium for breathing fresh life into their in-play betting feature.

Speaking of the inspiration for curling as the centrepiece of the ‘Never Ordinary’ ad campaign, Drummond Central Creative Director Kevin Lynn said:

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“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.”

Having watched the ad half a dozen times, at least, we can say that the creative team delivered on all fronts. The ad begins innocuously enough with a low-energy curling event, the stands packed with bored-looking fans. Then as with any moment that has changed the history of a sport as the stone begins to drift closer to the tee, the local and online fans are swept up in a wave of awe and excitement.

As the delivery passes all expectations, we are treated to an unfolding series of events where curling mania sweeps the world. Streets erupt in jubilation, curling rinks spring up, fashion mimics the tools of the trade, tattoo parlours begin inking clients to commemorate this 'thrilling' sport, and lovers celebrate their connection through curling – all because in-play betting allows them to feel a part of the action!

 Passion Can Never Be Ordinary

While the message is delivered in a lighthearted and playful manner, what allows the ‘Never Ordinary’ campaign to drive its point home is that it conveys bet365’s deep understanding of what lies at the heart of any sports fan – passion.

Sports fans don’t just watch their favourite teams compete. They live each moment; it connects them to their pasts, forms part of their future and informs everything in between. By adding in the chance to take action through their in-play feature, fans can have an actual stake in the outcome creating an even more resonant connection to the wins and the losses their teams endure.

As we have come to expect from a provider like bet365, all of this has been done with your safety in mind. The bookmaker has clarified that all 'Never Ordinary' campaign material will feature the ever-important safer gambling logos and information.

They have also created a standalone ad that fits within the 'Never Ordinary' campaign but is solely focused on promoting responsible gambling.