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By Ishbel Macleod | PR and social media consultant

June 5, 2014 | 2 min read

The reason for the giant octopus which brought traffic in London to a stand-still earlier this week is made clear in Betfair’s latest advert, showing the cephalopod playing table tennis against four competitors.

The integrated campaign ahead of the World Cup – spanning TV, digital and press - features Betfair’s new strapline “This is Play”.

Mark Ody, brand director at Betfair, said: “Betfair’s innovative products offer our customers something totally unique, so now our advertising is unique to access a whole new recreational audience at the World Cup.

"The adverts move away from industry stereotypes because Betfair itself is different; products such as “Cash Out” and “Price Rush” give our customers better tools to play with. Simply put, we supercharge our customers betting experience.”

The campaign will run as part of Betfair’s Gold partner deal with ITV’s World Cup coverage, and looks to move away from the stereotypes of bookies ads.

Leon Jaume, executive creative director at WCRS, said: “If I were a betting man – which I am – I would say, when you have a unique product in a crowded market and a courageous client, you should properly go for it.”

New spots in the campaign will be released throughout the summer.

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WCRS is a creative agency combining over 30 years of brand building expertise with the ability to execute ideas in any channel.

The resulting talent base is an eclectic mix of specialists working seamlessly together to execute brand ideas everywhere from TV to Twitter, online to mobile, games to music downloads.

Our mission has always been to create work people care about. And this is now more important than ever.

In a digital age people avoid what they don’t like and amplify what they do. So our aim is to create engagement in whatever form it takes. To create things that people love, choose to interact with and even spend money on.

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