Rio Ferdinand, Robbie Savage and Jermaine Jenas team up with William Hill for new TV advert ahead of Euro 2020
Gambling giant William Hill celebrates the ‘sweet success’ of its latest star-studded advertising campaign celebrating the UK’s passion for sport.
The ad highlights the special moments friends enjoy through a shared love of big sporting events – all set to the sound of the classic Neil Diamond song ‘Sweet Caroline’.
Fans see it as particularly poignant as it shows people meeting up in places like pubs and cafes as the UK comes out of the coronavirus restrictions.
The 90-second ad has become a favorite of British sports fans who can’t help but sing along or hum along to Neil Diamond’s catchy 1970s hit.
It shows a series of vignettes of real friends who enjoy life and sport and celebrate the unforgettable moments they share.
The ad features several William Hill ambassadors, including legendary jockey Sir AP McCoy giving a horse racing tip to stunned fans in a cafe.
Rio Ferdinand can be seen in William Hill’s new ad as he watches football with fans in the pub
Former soccer stars and soccer experts Jermaine Jenas and Robbie Savage join in a game of foosball.
Fellow ambassador Rio Ferdinand even celebrates with fans watching a televised football match in a pub.
Other scenes show a well-dressed crowd going by bus to a day at the races, and dart enthusiasts in costumed penguin suits hopping on a train to a tournament.
Regular sports fans can be seen using the William Hill app and singing along to the Neil Diamond hit, which has become an all-time feel-good classic since its release.
Robbie Savage stars in William Hill’s ad
Marking a relaunch of the brand for William Hill, the ad was filmed in 16 London locations in April and was directed and brought to life by former rugby player brothers Nico and Michel Arribehaute.
The French brothers previously worked on campaigns for Renault, Lucozade and Under Armour.
Charlotte Emery, the Chief Brand Officer at William Hill, said the song “Sweet Caroline,” which has long been a favorite of sports fans, was chosen because it “transcends generations, nationalities and sports.”
She said: ‘We wanted an iconic sports number for the ad and we were thrilled to get ‘Sweet Caroline’. It’s a song that spontaneously gets friends to sing. It was the perfect song for our campaign.
‘We were very happy with the passion and drive that Nico and Michel brought to the project.
“The fact that they played rugby professionally gave them a unique understanding of the passion of sport. I am thrilled with the results. They passed the order.’
Robbie Savage also shared how happy he was with the ad.
He said, ‘I’ve been with William Hill for over 12 years. They are a great company to work with, and it was magical to be in the ad with my friends Rio, AP and Jermaine.”
Bookmakers’ ad celebrates people getting back together for sporting events this summer
Ms Emery added: ‘We are excited about the launch of the new campaign and the master launch of our iconic global brand.
“William Hill is a brand that is loved and respected around the world, and it was very important for us to unite our global brand under one identity.”
Founded in 1934 and employing 12,000 people in nine countries, the company has also launched a new safer gambling ad as part of its campaign to relaunch its flagship brand.
William Hill and other companies pledged earlier this year to use 20% of their ad spaces to raise awareness of safer gambling, including by raising awareness of tools such as deposit limits and timeouts.
Ms Emery added: ‘As a responsible operator, we understand the importance of safer gambling, and we hope the new safer gambling creative will encourage customers to enjoy our products safely.’