Bookmaker Betway has launched a new Christmas campaign for its reward programme, ‘Your Rewards Each Week’.
Devised in collaboration with McCann Manchester, the marketing drive is the first campaign since the pair began their partnership in earlier this year.
It stars brand ambassadors Thierry Henry and Kelly Brook.
The spot sees Brook sitting in a fridge, encouraging Dave to treat himself using Betway’s festive rewards. When he closes the fridge door, he gets another surprise when his photo of Thierry Henry comes to life.
Lloyd Hartman, Head of UK at Betway, commented: “Betting campaigns at this time of year often focus on the shared social experience of sports ‘fandom’, but for us, the festive season is about more than that – it’s about generosity and the joy of giving. This campaign is our way of thanking our customers by offering a special gift in the run-up to Christmas.”
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It will launch across social, online video advertising (OLV) and digital platforms.
Imogen Tazzyman, executive creative director at McCann Manchester, added: “Writing scripts that start with “we open on a beach” might be fun. But do you know what’s even more fun? Writing scripts that include the line “Dave opens the fridge to reveal a teeny tiny Kelly Brook sitting on a Camembert”. Swiftly followed by Thierry Henry coming to life on a Christmas card.
“This was a brilliant opportunity to move away from the usual sport-centric approach and into the festive spirit of storytelling – all while keeping Betway’s rewards at the heart of the narrative. Working with Betway on this project was the most fun we’ve had all year. Pass us the pickles, Kelly!”
