William Hill’s Chief Brand Officer Praises New Ad Campaign
William Hill’s Chief Brand Officer has praised the company’s new football advertisement campaign, which launched last week to coincide with the start of the football season. Charlotte Emery says the campaign captures the inclusivity and camaraderie of football.
William Hill Launches EPIC Ad Campaign © Pixabay.
William Hill launched its new multi-channel advertising campaign last week ahead of the Community Shield match-up between Premier League arch-rivals Manchester City and Liverpool.
The bricks-and-mortar and online operator’s new campaign, which spans traditional television, digital channels and social media, features many of the characters who appeared in last year’s promotional campaign.
Chief brand officer of William Hill, Charlotte Emery, said inclusivity and camaraderie was the central theme of the new EPIC TV ad.
Emery said: “We want to be famous for football. And with the unprecedented football season ahead, featuring the first ever winter World Cup, and the huge growth in Women’s football thanks to the success of Women’s Euros in England, we’ve got new opportunities and unchartered waters.”
The company state that the integrated 360 campaign “EPIC transcends borders and is tailored for each of our international territories”. They add: “We believe EPIC will help us demonstrate our passion for football to our current and potential customers – and help them understand our outstanding value proposition in the football space.“
Brothers Nico and Michel Arribehaute created the 30-second commercial filmed at Queen’s Park Rangers Loftus Road stadium. The pair worked on William Hill’s previous campaign last year, which was well received, and the company says it is “no surprise the duo were invited back in for the latest football campaign.”
Emery, speaking to the trade publication EGR, said: “We really wanted to capture in the start of our campaign for the new football season, that sense of the camaraderie and also rivalry that exists between fans in a positive way and capture the excitement and encapsulate what it’s like to be a football fan.
Emery also spoke about England’s success at the Euros and her belief that the Lioness’s win will boost inclusivity in football.
“Our world is inclusive, and we want to become synonymous with all of football.
“We are passionate about football, and we want to share our passion for the beautiful game with the world.
“EPIC is a great vehicle to demonstrate this and also to highlight our outstanding value proposition to our customers.”
What is likely to appeal to the British public is the soundtrack to the advert as it features Neil Diamond’s iconic anthem Sweet Caroline, a song adopted by fans and players of both England teams.
The adverts also feature well-known football personalities such as pundit Jermaine Jenas who also featured in last year’s campaign.
The former Nottingham Forest, Newcastle United, Tottenham Hotspur, Aston Villa and Queens Park Rangers midfielder said: “It was exciting to be part of another EPIC TV ad for William Hill.
“I’m really looking forward to the season ahead and all the exciting initiatives William Hill have in store for sports fans like me.”
Alongside the EPIC campaign, William Hill announced last month that they had agreed on a one-season deal to sponsor the popular Sky Sports News. The Sky-owned channel is hugely popular with football fans, especially when the transfer window closes at the beginning of September.
Sky Sports News often brings the latest breaking transfer stories as they happen, and William Hill has confirmed it will be showing the new EPIC campaign during adverts on the channel. In addition, they will also display 15-second indents to start and end advert breaks.
You can watch William Hill’s new advert via their corporate website.
