SBC News Voice of the Sports Betting Industry
Betclic has launched ‘The Wave’, its new nationwide TV advertising campaign for France.
The advert is set to the classical anthem of ‘In the Hall of the Mountain King’ by 1870s composer Edvard Grieg for the orchestra of Peer Gynt by Fredrick Ibsen.
The Wave was developed by Marcel, the new Paris-based creative agency of Betclic, with the aim of capturing the collective appeal of audiences engaging with sports betting.
It was directed by Bruno Aveillan, a French filmmaker and artist, and took three months to produce, from pre-production to broadcast in October.
The campaign sees Betclic continue to launch high-definition FX adverts in its home market of France, promoting its in-play sportsbook.
“Betclic and Marcel wanted to change the conventions of sports betting, not just visually,” noted Marcel spokesman Alexandre Girod.
“Choosing Peer Gynt was a step in that direction. Using a classical piece went against the usual advertising approach of French sportsbooks.”
The Wave will serve as Betclic’s headline advertising campaign for the remainder of 2023, and will be showcased as 2023 Rugby World Cup (RWC) is hosted in France – the sporting event that is expected to break all French records on viewership.
Betclic – ‘The Wave’ – French Campaign
