Betting giant William Hill is celebrating the ‘sugar hit’ of its latest star-studded advertising campaign that celebrates the UK’s passion for sport.
The ad highlights the special moments friends enjoy through a shared love of big sporting events – all to the sound of Neil Diamond’s classic track “Sweet Caroline.”
Fans see it as particularly poignant as it shows people meeting in places like pubs and cafes as the UK rolls out of coronavirus restrictions.
The 90-second commercial has become a favorite with UK sports fans who can’t help singing or humming Neil Diamond’s catchy 1970s hit.
It shows a series of vignettes of real friends enjoying life and sports and celebrating the unforgettable moments they share.
The ad features several William Hill ambassadors, including legendary jockey Sir AP McCoy giving horse racing advice to stunned fans at a cafe.
Rio Ferdinand appears in new William Hill commercial as he watches football in pub with fans
Former soccer stars and soccer experts Jermaine Jenas and Robbie Savage are seen joining a game of foosball.
His fellow ambassador Rio Ferdinand is even featured celebrating with fans watching a televised football match in a pub.
Other scenes show a well-dressed crowd traveling by coach for a day at the races, and dart enthusiasts in disguised penguin costumes jumping on a train for a tournament.
Regular sports fans are featured using the William Hill app and join in on the song of Neil Diamond’s hit song that has become an all-time classic since its release.
Robbie Savage stars in the commercial for William Hill
The commercial, marking a relaunch of the brand for William Hill, was shot at 16 locations in London in April and was produced and hosted by former rugby brothers Nico and Michel Arribehaute.
The French brothers have already worked on campaigns for Renault, Lucozade and Under Armor.
Charlotte Emery, brand manager at William Hill, said the song “Sweet Caroline”, which has long been a favorite with sports fans, was chosen because it “transcends generations, nationalities and sport”.
She said, “We wanted an iconic sports song for the commercial, and we were so glad we could get“ Sweet Caroline. ”It’s a song that spontaneously brings friends to sing along. It was the perfect song for our campaign. .
“We were delighted with the passion and dynamism that Nico and Michel brought to the project.
“The fact that they played rugby professionally gave them a unique understanding of the passion for the sport. I am delighted with the results. They nailed the letter.
Robbie Savage also said how happy he was with the announcement.
He said: “I have been with William Hill for over 12 years. It’s a great company to work with, and it was magical to be in the ad with my buddies Rio, AP and Jermaine.
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Ms. Emery added: “We are delighted with the launch of the new campaign and the main launch of our iconic global brand.
“William Hill is a brand that is loved and respected around the world, and it was really important for us to unify our global brand under one identity. “
The company, founded in 1934 and employing 12,000 people in nine countries, also launched a new Safer Gaming advertisement as part of its main brand relaunch campaign.
William Hill and other companies pledged earlier this year to use 20% of their ad slots to raise awareness about safer gaming, including educating people about tools like deposit limits and deadlines. ‘waiting.
Ms. Emery added: “As a responsible operator, we understand the importance of safer gaming, and we hope that the new creation of safer gaming will encourage customers to enjoy our products safely.”