'The Hunch' seeks to characterise that universal inkling that occurs when your gut feeling indicates that something will, or should, happen.
In the ad, as two men sit in a bar, one innocuously teases his friend over the football players he's chosen to bet on, using the Betway app. After he calls him out, his friend responds: "alright special one, you pick them."
The viewer is then transported through the 'special one's' pupil to 'The Hunch' office in his brain, where the charming main character reclines a beige leather chair, sharpening his javelin stick.
His office is decked in sports memorabilia, and around him sits a dense network of 'brain cells' researching hard on sports bets. This setting demonstrates how 'The Hunch' occupies a part of every betting punter's brain.
After viewing the lads' conversation, The Hunch takes on the football betting challenge, helping his owner make an assured decision, off the back of a gut feeling.
The campaign will roll out across TV with three 30-second ads, and will be supported across social, display, radio and print.
Franki Goodwin, creative director at Saatchi & Saatchi London, said: “It’s always a really exciting opportunity, making the first piece of work for a new client, especially inventing a brand new bespoke character.
"We’ve loved creating The Hunch and getting to know every detail about him. This is just the beginning of an exciting new platform to become part of the sporting conversation."