William Hill hires Hollywood director for new ad campaign
Paul W. S. Anderson of Alien vs. Predator fame directs TV ad based on the operator's new âClever Fast' creative concept
William Hill has hired Hollywood director Paul W. S. Anderson to direct its new âClever Fast’ TV ad campaign, as the operator looks to break away from the “white noise” of sports betting marketing.
EGR understands the 30-second TV advert, which aims to highlight the speed of the operator’s online and mobile products, will be debuted during the England vs Scotland match on ITV this evening.
The âFast’ concept was developed internally by the operator’s marketing team and focuses on the importance of speed in modern day life, including dating apps, fast food and fast cars.
The bookmaker recruited the talents of English film director Anderson to take charge of the TV ad. Anderson has directed a number of Hollywood blockbusters including Resident Evil and Alien vs. Predator.
According to William Hill’s head of advertising and content, Peter Spiers, the lifestyle-focused campaign will prove a major marketing differentiator with its bookmaking rivals.
“Our customers are also customers of O2, Nike, Vodafone, Stella [Artois] and Guinness, and those companies advertise to them in a compelling and interesting way,” he told EGR.
“But as a sector, we tend to really focus some quite crass clichés – blokes in a pub watching football, guys playing five-a-side football and ex-footballers watching blokes watching football.
“That all just becomes white noise and the research tells us that and our consumers can’t differentiate between us.”
The concept was also developed in partnership with William Hill’s long-term creative agency bark&bite.
The advert can be viewed on YouTube here