bet365 Never Ordinary: Curling

bet365 became top of mind for spontaneous awareness, delivered the largest significant growth in ad awareness and overtook the category leader for brand preference. The three-time Clio Sports Award–winning campaign marked a new direction for the betting giant.

The strategy was to substantiate why bet365 elevates sporting moments. From In-Play experiences and features to social content and partnerships, every touchpoint reinforced the same belief: that bet365 takes the feeling of sport above and beyond the ordinary. The ambition was also to surprise, delivering an emotive brand ad viewers wouldn’t expect, broadening appeal and positioning bet365 as a serious marketing player, not just a product provider.

In the film, a seemingly average curling throw sparks a global cultural phenomenon. One small moment snowballs into something extraordinary, as curling mania takes over the world. The idea celebrated the truth that sport isn’t all overhead kicks and last-second winners – but whatever the moment, it’s never ordinary with bet365.

Shot over a month across large-scale locations and set builds, with 150+ characters and 900 extras, Never Ordinary launched as a global TV campaign, supported by digital and out-of-home.

The result was a step-change for the brand. System1 awarded Never Ordinary a 5-star rating, recognising its strength across long-term market share growth, short-term sales potential and brand recognition. The campaign was also awarded with three Clio Sport Awards in 2023 for Film, Cinematography and Direction.