Drummond Central has drafted in film star Ray Winstone as the face of its 'in-play betting' campaign for bet365. Watch the TV ad here.
The TV ad shows the 50 markets that viewers can bet on – such as 'Who will score the next goal?' - during live televised football matches.
“The beauty of this campaign is that it puts the odds in front of the fan at a time when they would most want them,” said Julie Drummond, managing director at the Newcastle-based agency.
Drummond said Winstone, best known for his 'tough-guy' roles, is “perfect” for encouraging viewers to bet on football matches while they are being screened live.
Winstone has links with the sport having appeared as the main character in the Football Association's recent 'Respect' ad campaign to address unacceptable behaviour in the game. He also played an under-fire football manager in 'All in the Game'.
“Ray Winstone appeals because he epitomises football fans within the UK and is a passionate fan himself. He is a very intelligent and thoughtful man, who understands the game,” Drummond said.
“He has an affinity with the people who watch football, plus he’s very funny and very amiable. For that reason, we felt he was the perfect choice as bet365’s sportsbook figurehead,” she added.
The ad was directed by Glasgow's ISO Design - which specialises in motion graphics - working alongside the production company MTP. It was post-produced at London's Smoke & Mirrors.
The ad has been airing around English Premier League football on Sky Sports and will be used in other European countries – including Sweden, Spain, Denmark and Norway – as their seasons get underway.
Media planning and buying was handled by Feather Brooksbank.
Winstone will also front a live ad for bet365 which will show the latest live match odds on the palm of his hand. It will run during the half time ad breaks in upcoming Champions League matches and England's qualifying games.