bet365 Is Never Ordinary in Breaking New Campaign

The start of the 24/25 Premier League also marks the launch of bet365's global 'Breaking News' campaign by Drummond Central.

In the campaign, every sports fan’s dream comes true when a flurry of freakish sporting moments all happen at the same time, on the same day. The campaign is a continuation of the ‘Never Ordinary’ brand platform, first launched last August by Drummond Central.

With a sports news network at the centre of the campaign, watch as news anchors cover an array of extraordinary sporting moments across a day. From a football player scoring a goal from hanging off the spider cam, a tennis player returning the ball from row 6, all the way to a man with a fridge on his back winning a marathon. The spot places these Never Ordinary moments within a Live, In-Play world, perfectly showcasing what bet365 is best known for.

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.”

Directed by Academy's Jack Driscoll, produced by Tom Cartwright, sound by Wave and VFX by Selected Works, the epic production was filmed on location and in-studio in Barcelona and Prague, over 28 shoot days.

Director Jack Driscoll said, “I feel very lucky to have worked with Drummond Central on this one. As ever, they came up with a brilliant campaign idea that was masses of fun to bring to life with the help of some amazing sportspeople, stunt performers, choreographers and VFX artists.

Although this was a huge production, I tried to resist doing too much flashy camerawork. I used a mixture of broadcast techniques and observational angles to match sports coverage language as well as keep this wild, colourful world rooted in human moments.

We shot loads additional scenes and sporting moments for the global campaign, from boxing to baseball, so i’m very excited to see these released over the coming months.”

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.”

The campaign will span linear TV, VOD, out of home, audio, print and digital, with UK media planning and buying by Republic of Media. Breaking News will run above the line in multiple territories across 24/25, including the US, Mexico, Australia and other European countries.