William Hill has unveiled the campaign for its Aussie launch, telling punters the worst decision is indecision.
The campaign, by Clemenger BBDO Sydney, is the first for the UK company since announcing its betting brands - Sportingbet, TomWaterhouse.com and Centrebet - will be merged and will operate under the William Hill name across Australia.
A rebrand for the group began last week with all Sportingbet online content moving over to William Hill. The television spot marks the introduction of the William Hill name in Australia.
Clemenger BBDO Sydney executive creative director Paul Nagy said the campaign celebrates the respect Australians have for those with the courage of their convictions.
"Australians love a person who makes a call," Nagy said.
"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 is spearheaded by a 60-second television brand spot and shorter formats. It will be supported by digital, mobile, print, radio, social and direct response.
The TV commerical was shot around Melbourne at locations including Etihad Stadium, Yarra Yarra Golf Course and Caulfield Racetrack, and features Carlton FC, the Brisbane Broncos and a cameo by AFL Brownlow Medal winer, Robert "Dipper" DiPierdomenico.
Warren Hebard, Head of Brand and Acquisition at William Hill, said: “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."
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, 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