The Sun has launched the first ever TV campaign for its digital betting and gaming platform, Sun Bets.
The spot was produced by News UK's in-house agency Pulse and focuses on the camaraderie of football culture. Sun Bets hopes to establish the brand with the general public through the drive, which promotes the immediacy and convenience of the site and it's accompanying app.
The publisher launched the online betting shop earlier this month in a bid to open up fresh revenue streams beyond its flagship paper, and the minute-long spot is a noisy, disruptive and confident celebration of British football culture.
The TV ad sits at the heart of the multi-million pound push which will span print, digital, social and CRM. Shot on a handheld camera and shown from the first-personrspective of a fan, the fast-paced ad features swift cuts and is scored by the bold sound of ‘We Don’t Care' by Audio Bullys.
Pulse Creative developed the commercial, which was directed by Keith McCarthy through Stink and features footballing legend Ian Wright and racing personality Matt Chapman – two of the brand ambassadors for Sun Bets.
Kate Bird, marketing director of betting and gaming at News UK, said: "We wanted a launch ad that felt exciting, energetic and had Sun personality at the core, allowing us to standout in a me-too market. Do I think we've achieved that? You Betcha."
Pulse Creative opened its doors earlier this year, with the Sun announcing that it was to partner with The&Partnership, Wunderman and GroupM to create and distribute branded content on and off-platform.