Sky Bet declares horse racing Britain's national sport

By The Drum Network, Staff Writer

February 21, 2020 | 2 min read

Famous football pundits are running for their lives as they are chased out of town by horses and jockeys in Sky Bet’s latest campaign for this year’s Cheltenham Festival.

In a 60 second launch titled ‘CHARGE!’ Jeff Stelling, Jamie Carragher, Laura Woods, Matt Le Tissier and Charlie Nicholas are literally chased out of their studio by a pack of marauding horses and jockeys.

Ed Chamberlin takes over Stelling’s anchorman role bellowing “Move over football, Cheltenham coming through”.

Ross Sewley, head of brand at Sky Bet said: “We asked Who Wot Why to help us stand out at Cheltenham, our most important time of year, and they’ve certainly delivered. With Sky Bet’s rich football heritage, they’ve helped us develop an unexpected, provocative point of view and have executed it in a very disruptive way. We believe the power of a big idea is demonstrated in how easily it transcends channel, and every touch point in our Cheltenham campaign delivers the concept with ease and provokes response”.

Ben Walker, co-founder of Who Wot Why said: “For four heady days every March football takes a back seat and horse racing becomes the national sport. It’s something worth celebrating and that’s what this work does.”

The campaign is the first work to be shot by Outsider’s Jim Gilchrist and covers a multitude of touch-points including digital, social, TV, Radio and CRM. The work was written by Who Wot Why’s Ali Dickinson and Jack Walker working with Sky Bet’s in-house creatives Mark Forster and Andrew Mook.

Extra content will include footballer Jimmy Bullard being put through his paces riding a racehorse with the legendary jockey David Crosse.


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