William Hill launches in Australia with ‘It’s Your Call’ campaign via Clemenger BBDO, Sydney
William Hill, one of the largest and most respected bookmaking firms in the world, has launched in Australia with an inaugural campaign via Clemenger BBDO Sydney, encouraging punters to stand tall and make a call with William Hill.
It’s a universal truth that in any moment of decision, the worst thing you can do is nothing. The “It’s Your Call” campaign celebrates the respect Australians have for those that have the courage to make a call and go for it.
Says Paul Nagy, executive creative director at Clemenger BBDO Sydney: “Australians love a person who makes a call. It shows strength of character we all admire. William Hill wanted to champion those people who take a stand, and indeed, who know when enough is enough, because lord knows we need more of them! We think that was a great call.”
The campaign was shot around Melbourne at locations including Etihad Stadium, Yarra Yarra Golf Course, Caulfield Racetrack, Woodside Park Stud and other sporting venues. It also features Carlton FC, the Brisbane Broncos and a cameo appearance by retired AFL Brownlow Medal winner, Dipper (Robert DiPierdomenico).
Says Campbell Hooper, director, The Sweet Shop: “It was a great honour to work with such a talented team, including highly acclaimed cinematographer, Mandy Walker. Her cinematic sensitivity and film craft was humbling. She elevated the project into a completely new space for us.”
The integrated campaign will be spearheaded by a 60″ television brand spot and shorter formats, while transcending digital, mobile, print, radio, social and direct response.
Says Warren Hebard, head of brand and acquisition at William Hill: “We’re very excited about the work Clemenger has done. We’re confident it captures not only the essence of our brand but launches it off a consumer insight that all Australian’s can relate to, that you respect a person with the confidence to make a call.”
William Hill has over 80 years of know-how in bringing punters the best betting experience. The reputable bookmaking firm recently acquired the Sportingbet Australia business, which included Centrebet, as well as TomWaterhouse.com, with the brands now a part of the William Hill family.
Says Justin Cox, group account director at Clemenger BBDO: “We’re very proud of the work we have developed for William Hill and to be partnering with such a global brand icon. We’re confident this campaign platform will ‘stand tall’ within the category and allow us to realise the collective ambitions we have for the William Hill business in Australia.”
The rebrand began last week with all Sportingbet online content moving over to William Hill, and this week the TVCs will begin airing nationwide.
Creative Agency – Clemenger BBDO Sydney
CEO – Andy Pontin
Executive Creative Director – Paul Nagy
Deputy Creative Directors – Ben Clare, Brendan Willenberg
Group Account Director – Justin Cox
Art Director – Jack Delmonte
Copywriter – Hadleigh Sinclair
Senior Designer – Daniel Mortensen
Senior Strategic Planner – Ross Cameron
Senior TV Producer – Katrina Maw
Production Company – The Sweet Shop
Director – Campbell Hooper
Producer – Allison Lockwood
Executive Producer – Edward Pontifex
Managing Director – Wilf Sweetland
Global Executive Producer – Sharlene George
CEO – Paul Prince
DOP – Mandy Walker
Art Director – Elizabeth Mary Moore
Editor & Company – Rohan Zerna & Johanna Scott, The Butchery
Colourist – Ben Eagleton, BE
Post Production & City – Beryl, Auckland
Music and Music Publisher – Sonar
Composer – Jono Ma
Client – William Hill
William Hill Head of Brand & Acquisition – Warren Hebard
William Hill Head of Campaigns – Emma Naylor
William Hill Campaign Manager – Charlie Cox
16 Comments
Carbon copy of every other betting ad out there.
nice one ladzz!
Really?
Wallpaper in the world of betting and just plain odd.. Very Australian, the NFL and then back to Australian again.
Pointless and a waste of the clients cash.
So, the relevance of having Dipper working in the pie van?
Surely a somewhat costly cameo, for no particular pay off (given some may not even recognise him, or even care that it is him).
Just seems a bit odd to bother having a character like that, almost distracts you.
Brilliant. Finally a non bogan betting ad. Good call.
solid with a bit of epic – i like it
@WTF – does seem strange but you’d think there’s a strategy behind the NFL choice
like it. Though does feel similar to a lot of betting ads out there but don’t think that a bad thing. Lets face it William hill being the powerhouse betting site will stand out no matter what.
I love how aspirational the casting is!
expect to see a lot more of WH – anyone swooping in and buying up Tom, SportsBet and the other two, have got to throw lot of minerals behind their means
so dont feel comfortable commenting.
Because only men bet. Am I right fellas?
whats with the boring and expected music treatment?!
Harsh comments.Worth a watch. Nice cut, well directed, who gives a fuck if it’s dipper or not in the pie van. doesn’t make, doesn’t ruin it.
Think it’s epic. Would love to see the director’s cut.
Let’s be real here.
There is no startling insight, idea or strategy here.
No particular truth that resonates with its audience (“Australians love a person who makes a call” really?).
And no real difference in what William Hill has to offer.
In fact it seems a bit like it doesn’t quite understand the average aussie male.
But plenty of cash has delivered nice production values and a solid enough viewing experience to get noticed if they flog it enough.
That’s about it.
Good stuff boys