Betway launches Euro 2016 'For the Love of the Game' campaign

Betway has launched a new string of ads ahead of the Champions League, showcasing the lengths football fans will go to watch their beloved game.

The betting shop's 'For the Love of the Game' push comprises three films 'Arctic', 'Dingy' and 'Capsule'. Each has been shot in the style of classic movies to give a nod to the golden age of cinema to create a dramatic effect.

The first of the three spots, will air on 28 May around Champions League final programming on ITV and shows two arctic explorers – one distracted by the football, the other by an attacking polar bear. The theme of two characters in peril continues throughout the executions.

The creative was devised by Above+Beyond, and kicks off the brand's plan to produce multiple executions for multiple moments. As well as the brand spots, Above+Beyond will use modular scripting and production techniques to further produce 15 episodes based around the three main storylines.

Betway's marketing and operations director said the idea behind the drive is to "build a story that captures the true passion of fans."

David Billing, executive creative director at Above+Beyond said: "A big idea is no longer enough. What's equally important is how to get that big idea in front of audiences, in all their varied, multi-channel, dynamic glory.

"Our modular approach allows us to roll out multiple "episodes" over time, across multiple channels. In each one, the action, dialogue and emphasis is all tweaked to best fit the needs of each audience."

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