William Hill campaign aims to promote itself as a social and responsible gambling brand

High street betting chain William Hill aims to convey the energy and excitement brought through social gambling with its latest advertising campaign.

The campaign, the first from 72andSunny Amsterdam since it took on duties as William Hill’s lead agency, looks to position it as ‘an authority on responsible betting’, according to the release promoting it.

In an effort to showcase how William Hill can bring friends together through a love of sport, the aim is to ‘socialise’ betting responsibly.

Alongside the TV campaign, there will be social media, digital, print and out of home activity to support amplifying the message. The TV spot will run on BT, Sky, ITV and Channel 4, with supporting activity online, in William Hill stores and on the William Hill app.

Charlotte Emery, global brand and marketing director at William Hill, commented: “The love of sport brings people together and William Hill is all about enhancing that enjoyment – betting is at its very best when it is a social experience and that is what our new campaign aims to capture.”

Matt Firth, creative director at 72andSunny Amsterdam, added: “Working with William Hill felt like an opportunity for a really fresh take on the betting category. We wanted to get away from all the tired lads and larger stereotypes to create something that felt more relatable and showcased the best of betting. For us, that meant showing how a bet can bring people together, fuel conversation and create real moments of connection.”

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