William Hill campaign pokes fun at competitors

20 January 2016

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Own the moment - by spending the moment on your mobile.

In a spot William Hill, Australian Open partner, takes on its competitors by differentiating itself as the best betting company.

Starring Axle Whitehead, 30-second spot pokes fun at a major competitor by comparing the two worlds of tennis and betting.

“Remember when the Australian Open used to be all green? It's a bit like betting - when green was the only player. It's a bit old school. ” Whitehead says.

The British company launched in Australia at the beginning of the year, and has faced some controversy with the sponsorship of the Australian Open and the live-in-play betting method.

The Sydney Morning Herald reported an 80% surge in betting turnover on the first day of the 2016 tournament and a nearly 300% increase in the live-in-play betting method released late last year.

"With more markets available via our In-Play technology than ever before, we’re making it faster and easier for our customers to bet In-Play throughout the Australian Open and this campaign is the perfect vehicle to launch our message,” William Hill head of campaigns, Emma Naylor, says.

The 30-second ad, by Fenton Stephens and Dogboy, is supported by a 15-second retail spot, featuring Axle firing tennis balls at your screen, which also appears online.

The campaign will run throughout the lead-up to, and during, the Australian Open to promote William Hill’s official sponsorship of the event.


Client - William Hill

William Hill Marketing Director - Warren Hebard

William Hill Head of Campaigns - Emma Naylor

William Hill Acquisition Manager – James Burroughs

Creative Agency – Fenton Stephens
Creative Director – Alex Fenton
Director of Planning – Simon Antonis
Head of Account Management – Amy Stephens
Group Account Director - Josh Collins
Creatives - Alex Fenton, Jess Wheeler, Aaron Tyler
Agency Producter – Lisa Ramsay

Production Company – The Pound
Directors – Dogboy
Producer – Natalie Taylor
DOP – Wayne Aistrope

Post Production – Chris Betteridge & Jamie Payne, Method Studios Melbourne
Editor – Andrew Stalph

Sound – Rodney Lowe, Production Alley

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