bet365 ad campaign showcases its ‘evolving’ brand path

Sports betting provider bet365 has unveiled its latest ad campaign just in time for the 24/25 Premier League season. 

Titled ‘Breaking News’, the global ad campaign features the simplistically named ‘Fridge Man’, who’s got a whole fridge tied to his back but is also a marathon-winning athlete. 

But that’s not the only out-of-the-ordinary sporting event featured in the bet365 advertisement. A pack of cyclists cycle through a shopping mall in a Tour de France fashion, while a tennis player saves a shot by diving into the crowd – with all of this being broadcasted on the news. 

Chloe Shrubb, bet365’s Global Head of Brand Marketing, commented: “bet365 is back with Never Ordinary, and this year, the challenge is even greater. We’ve got a hard act to follow from last year’s successful campaign and it’s only the second year of a very different and evolving direction for bet365. 

“I’m really excited about this creative, it’s a beautifully simple idea that really articulates how bet365 elevates moments. We are absolutely unique, standout and we’re Never Ordinary.”

‘Breaking News’ continues on from the ‘Never Ordinary’ brand platform, which was launched in August 2023 by bet365 and its creative agency partner, Drummond Central. 

Drummond Central Creative Director, Kevin Lynn, said: “Part of the brief for this year’s campaign was simple, make it a blockbuster, and that’s what we did. We needed a creative execution to showcase incredible sporting moments happening all around the world, and what better way to do it than with our very own news channel? 

“Wild moment after wild moment brought to you as they happen, which perfectly encapsulates that whatever the moment, it’s Never Ordinary at bet365.”