With bet365, it's never ordinary

By Alex Evans
14/08/2023

The start of the Premier League also kicks off bet365's global 'Never Ordinary' campaign by Drummond Central.

In the new campaign, a seemingly average curling throw triggers a global cultural phenomenon. With a series of increasingly incredible events, a relatively minor moment is elevated to the point where curling mania takes over the world.

The concept recognises that sport isn’t all overhead kicks and 70-yard throws into the end zone. For every glorious moment, there are plenty of ‘ordinary’ ones that go uncelebrated, but no matter what you’re experiencing, bet365 always maximises your enjoyment. Whatever the sport, whatever the moment, it’s never ordinary with bet365.

Drummond Central Creative Director, Kevin Lynn, said: “bet365 wanted a fresh new look and feel, something we were fully on board with. It’s a concept based on a brilliantly simple idea – any sport can have an amazing moment. We wanted every sport to feel as epic as the Premier League, NFL or NHL.”

Directed by Academy's Jack Driscoll, produced by Tom Cartwright and with VFX by Selected Works, it’s cinematic and episodic, with a style that’s reminiscent of a lighthearted sports biopic. The epic production was filmed on location and in-studio in Madrid, Barcelona and LA, over 21 shoot days.

Chloe Shrubb, bet365's Global Head of Brand Marketing, commented:  "The In-Play betting experience is something that bet365 has and always will excel at. This campaign is all about ensuring that every moment in every sport contributes to that unique betting experience. The sentiment behind this campaign is essentially a reminder for everyone that bet365 stands out from the crowd. It’s unique in so many ways and it’s absolutely Never Ordinary."

The campaign launched in style with the first time a bookmaker has aired a 60” ad in the turbo break pre-kick-off on Sky Sports. The ad will span linear TV, VOD, out of home, audio, print and digital, with UK media planning and buying by Republic of Media.

Never Ordinary will run above the line in multiple territories across 23/24, including the US, Mexico and other European countries.