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'The time is ripe for a fresh approach to communications in this market,' says Betfair's brand director

Betfair has launched a new ad campaign which attempts to move beyond the laddish humour approach which the betting sector has become synonymous for.

The ‘Ready?’ campaign marks the inauguration of the Betfair’s partnership with ad agency, Lucky Generals which won the account back in May this year.

With the new 60 second ad, Betfair is attempting to tap into the anticipation around sport and uses a mixture of quick-cut imagery and high-tempo music to do so. The film uses a voiceover, based on a quote by the legendary boxer Jack Dempsey, on the subject of what it takes to be a sports champion: "Someone who is ready when the gong rings. Not before. Not after. But when it rings. Ready?"

Paul Gambrill, Betfair’s marketing and brand director, said: "We think this is a big idea that captures the anticipation of sport and betting at its best. The time is ripe for a fresh approach to communications in this market and suffice to say - we're ready."

The new campaign will be activated across TV, digital, social media, print and radio and will launch in the UK as well as other key markets including Italy, Spain, Bulgaria and Denmark.

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