William Hill swaps Sweet Caroline for Rudimental in marketing shift
Operator taps UK drum and bass band for new title track across advertising campaigns
William Hill has moved to replace its global music track Sweet Caroline after inking a new partnership with British drum and bass band Rudimental.
Rudimental’s former UK number one song Feel the Love will now feature at the forefront of Hills’ advertising material in all of the brand’s global markets.
The track features in a new 60-second short from Hills as part of its activation around its “essence of brotherhood” campaign.
The new ad shows fans settling in for the new season across stadiums and pubs with the emotional rollercoaster of the 90 minutes played out, ending in a crescendo with a goal and the chorus of the track.
Touching on the decision to swap track, Hills said: “We made the decision to move away from Sweet Caroline, to find an exciting new sound that addresses the needs of our customers in this post-Covid era.
“With the sporting arena returning to its thriving self and our consumers reconnecting socially, now is the perfect time to attach a new identity to our brand and find a tune that reflects this new wave of positivity.
“So, how did we make the choice? We wanted our new song to retain the things our customers love in our music tracks – an upbeat, exciting and uplifting tune with a massive chorus and a general feel-good factor that gets everyone on their feet.
“But most importantly, we also wanted a modern and dynamic track that works well for sportsbook, gaming and responsible gambling,” Hills added.