William Hill: It's Who You Play With by 72andSunny Amsterdam

High street betting chain William Hill aims to convey the energy and excitement brought through social gambling with its latest advertising campaign.

The campaign, the first from 72andSunny Amsterdam since it took on duties as William Hill’s lead agency, looks to position it as ‘an authority on responsible betting’, according to the release promoting it.

In an effort to showcase how William Hill can bring friends together through a love of sport, the aim is to ‘socialise’ betting responsibly.

Alongside the TV campaign, there will be social media, digital, print and out of home activity to support amplifying the message. The TV spot will run on BT, Sky, ITV and Channel 4, with supporting activity online, in William Hill stores and on the William Hill app.