New SBK campaign features ad it wasn’t allowed to make

Smarkets sportsbook app SBK has launched a new multi-channel ad campaign that the firm claims it wasn’t “allowed to make”.

The unabridged version of the advert, entitled “The ad we weren’t allowed to make. But made it anyway”, is 80 seconds long and features CEO Jason Trost taking aim at “the industry’s old guard” as well as a quick cameo from former Manchester United and England centre-back Gary Pallister.

The firm has stated that due to the nature and content of the main video the advertising clearing authority Clearcast refused to allow the campaign to air on television, saying it would “bring advertising into disrepute”.

“Sports are amazing. Sports betting not so much,” said Trost.

He goes on to lambast companies who make profits off the back of customers before closing the accounts of winning punters, then further suggests that some offer “terrible odds and useless casino games”.

The ad promises the best odds for customers and no gimmicks, including “no more retired soccer players trying to sell you a bet boost”, prompting Gary Pallister to turn on his heels and walk out of the office as soon as he arrives.

The short was created by Ken Robertson, former head of mischief at Paddy Power and his team at creative agency The Tenth Man where he is CEO.

Speaking about the campaign, Trost said: “We launched SBK to provide our world-best pricing to the mainstream market in the familiar feel of a sportsbook.

“That’s what this campaign is all about: how our odds are better than the rest who make easy money on casino products and huge sportsbook margins, and we’re not afraid to call them out.”

“The ad we weren’t allowed to make. But made it anyway” is part of a larger brand campaign entitled “Rewriting The Sportsbook”, a tagline that ends the advert.

The campaign is being activated with the full 80-second advert appearing on digital platforms, while heavily edited versions will greet commuters across London, including at Waterloo and Euston stations.