British bookmaker Coral has unveiled its new brand campaign, We’re Here For It, which includes a series of new TV ads devised to target all the different types of racing, sports and gaming fans.
It is the first campaign created by Wonderhood Studios since its appointment as Coral’s lead creative agency in September following a competitive pitch and will coincide with the Cheltenham Festival, beginning on Tuesday 12th March 2024.
The inaugural TV ad, titled We’re Here For It – Racing Fan Derby, is 30 seconds long and opens in the middle of a race at Newbury racecourse, as the riders fly by the camera at speed.
As it zooms in, it becomes clear that it isn’t jockeys competing, but a variety of horse racing fans, including suited-up gentlemen, glamorous ladies, a stag do and even a granny.
Wonderhood Studios joint executive creative director Guy Hobbs says: “We’re super excited to be delivering this fresh brand platform to inject some energy into an iconic British brand”.
“While the category often lacks authenticity, we set out to celebrate the real racing and gaming lovers of the UK. So to all the fans out there, whether you’re an armchair expert or a stag do legend, we hope you see yourselves in the work.”
A second ad, set a Chinese takeaway, sees a gamer playing on his phone with his friends and enjoying a quick spin on one of the bookmaker’s free-to-play games while waiting for food.
It was developed to introduce Coral’s in-play proposition Rewards Grabber as well as its industry-first product Coral Coins.
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Entain interim chief marketing officer Jeremy Hemmings noted Coral’s “incredible heritage” and “legions of fans”, explaining that the We’re Here for It campaign was designed “in recognition of this strong customer relationship and serves as a reiteration of [Coral’s] rock-solid market position”.
He said: “This first work in the new campaign represents a gear change for the brand as we project a richer, more entertaining personality, establishing a distinctive new territory within the category.”
The ads will run on TV, video-on-demand and radio and will be bolstered for the Cheltenham Festival through Out of Home media, print advertising and broadcast sponsorships with Racing TV and Sky Sports Racing.
Cheltenham Spa station will also undergo a Coral brand takeover across the four days of the festival.
The ads were directed by Object & Animal’s Keith McCarthy, who has previously worked with brands like Aviva, Boots, BT, Google and Subaru.
McCarthy added: “I loved the scripts the moment I read them. It was Mad Max meets Martin Parr. Portraiture powered chaos. The audience wasn’t just observing the action. They were the action.”
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