Bookmaker William Hill has hit the small screen with its latest television advert in which heavyweight champion Anthony Joshua takes a moment to reflect upon his career after decking yet another opponent.
Surprisingly Joshua does so by breaking into some celebratory dance moves as time slows around him, thrilling post-watershed viewers across ITV, BT and Sky.
Eschewing the type of odds and offers which typify advertising in the sector William Hill have opted to take a step back for their latest campaign, highlighting its scale and heritage instead with the strapline ‘Heavyweights since 1934’.
Charlotte Emery from William Hill said: “We’re really excited about AJ, our global brand ambassador, featuring in his first ad for us. The advert shows AJ landing a knockout blow before enjoying the moment as everything freezes while he dances around the stadium before returning to the ring to the adulation of his fans.
“The story emphasises how William Hill want all of its customers to enjoy betting with us and celebrate the moments while staying in control. We opted for black and white and a highly stylised creative to really separate this creative in tone and quality from the rest of the sector.”
Joshua added: “I was delighted when William Hill asked me to be in their new advert. They are one of the biggest brands in the UK and it’s great to part of the campaign."
The six-week campaign builds anticipation ahead of the boxers world title defence on 1 June. Spanning cinema and outdoor the multimedia campaign diverges from its traditional haunts around live football and is the first to weave in a safer gambling message as part of its output.
Joshua became William Hill's global brand ambassador in 2018.