Bet365, a global online sports betting giant, has launched an ambitious new advertising campaign titled “Breaking News” ahead of the 2024-2025 sports season, marking another chapter in its “Never Ordinary” brand platform. The new campaign debuted in August 2024 and encapsulates the thrill and unpredictability of live sports betting, utilising a dynamic and somewhat surreal news broadcast format to deliver its message.
Bet365 ‘Breaking News’ Campaign
The “Breaking News” campaign features extraordinary and humorous sporting events as live news updates. These include a marathon runner winning a race with a refrigerator strapped to his back, a footballer scoring a goal while swinging from a spider cam, and a tennis player making an impossible shot from the crowd. Each scenario emphasises that betting with Bet365 is anything but ordinary.
Developed by the Newcastle-based agency Drummond Central, the campaign was directed by Jack Driscoll and filmed across various locations, including Barcelona and Prague. The creative process spanned 28 days of shooting, showcasing the effort and scale behind the production. Kevin Lynn, Creative Director at Drummond Central, explained the brief was to create a “blockbuster” that highlights Bet365’s ability to elevate every moment in sports to something epic and unpredictable.
A word from Bet365…
Bet365’s Global Head of Brand Marketing, Chloe Shrubb, expressed her excitement about the campaign, stating, “It’s a beautifully simple idea that really articulates how Bet365 elevates moments. We are absolutely unique, standout, and we’re never ordinary.” The campaign will be rolled out across multiple platforms, including TV, video-on-demand, out-of-home media, and digital channels in major markets such as the UK, US, Mexico, Australia, and Europe.
This new campaign follows the success of last year’s “Never Ordinary” campaign. It reflects Bet365’s ongoing strategy to position itself as a sports betting industry leader by offering its customers a unique and engaging experience.