Bet365 launches new sports betting ad campaign Breaking News

British sports betting operator bet365 on Monday announced the launch of its new ad campaign entitled Breaking News. The campaign includes a brand-new commercial that will air in regulated gambling markets across the world. Developed in partnership with marketing agency Drummond Central, it builds on bet365’s 'Never Ordinary' brand promotion which debuted last August. 

“Part of the brief for this year’s campaign was simple, make it a blockbuster, and that’s what we did,” said Drummond Central Creative Director Kevin Lynn. “We needed a creative execution to showcase incredible sporting moments happening all around the world, and what better way to do it than with our very own news channel?”

The Breaking News campaign includes a 60-second commercial that was shot over 28 days by Academy Films’ Jack Driscoll in Barcelona and Prague. In addition to football, the campaign features sporting moments that include baseball, basketball, and running.

The commercial will air on linear TV, video-on-demand, audio, and print in 11 US markets where bet365 is licensed. It will also air in Mexico, Australia, and several European countries.

Drummond Central has led bet365's creative planning account since 2004.

“I feel very lucky to have worked with Drummond Central on this one," Driscoll told LBBOnline. "As ever, they came up with a brilliant campaign idea that was masses of fun to bring to life with the help of some amazing sportspeople, stunt performers, choreographers, and VFX artists."

“We shot loads of additional scenes and sporting moments for the global campaign, from boxing to baseball, so I'm very excited to see these released over the coming months.”

The Never Ordinary campaign, which was launched last August, celebrates the emotions of a new football season, sharing the message that 'any sport can have an amazing moment.'

“bet365 is back with Never Ordinary, and this year, the challenge is even greater. We’ve got a hard act to follow from last year's successful campaign and it's only the second year of a very different and evolving direction for bet365,” said Chloe Shrubb, bet365's Global Head of Brand Marketing. “I’m really excited about this creative, it’s a beautifully simple idea that really articulates how bet365 elevates moments. We are absolutely unique, standout and we’re Never Ordinary.”