SBK has launched a new fully AI-generated ad campaign to coincide with the start of the new Premier League season.
The ‘Betting without the Bull****’ ad is live across SBK’s digital and social platforms, with the Smarkets brand claiming the ad marks “a category first in sports betting marketing”.
A 20-second ad features a bull charging through a retail shop, ramming into several slot machines, while a voiceover talks up SBK’s ‘Best Price’ feature.
The spot was produced by creative agency The Tenth Man, which was founded and is headed up by former Paddy Power exec Ken Robertson.
The ad was “conceived, designed, and produced entirely using advanced AI tools by The Tenth Man’s creative team”.
The creative has been hailed as an example as to how AI can “supercharge creative speed and originality without compromising craft”.
Adam Baylis, marketing director at SBK, said: “At SBK, we’ve always stood for fairness, transparency and the best odds in the market. ‘Betting without the Bull****’ says exactly that; no gimmicks, no spin as well as a subtle nod to our roots in finance.
“Partnering with The Tenth Man on a fully AI-generated campaign allowed us to move quickly, stand out from the crowd, and launch something genuinely different for the new season.”
Robertson added: “We wanted to show what happens when you ditch the overblown nonsense and get to the point in both the message and the production.
“This isn’t AI for the sake of it. It’s AI used to push creative boundaries and get a bold idea into the world faster than the old rules allow.”
SBK’s ad is the latest example of a growing trend of using generative AI to develop marketing materials.
Back in June, prediction market Kalshi aired its first ever AI-produced TV ad during the NBA Finals clash between the Indiana Pacers and the Oklahoma City Thunder.
The 30-second ad was generated using Google’s Veo 3 tool and was produced in less than 48 hours.
The clip also purportedly cost less than $2,000 to make and went viral, with Kalshi following that up with a second AI-generated ad, featuring the Crucifixion of Jesus Christ.
Kalshi’s ad followed on from operator Rivalry producing a similar AI-generated advert back in May, with the 13-second video costing just $100 to produce and was completed within a week.
The post SBK launches fully AI-generated ad for new Premier League season first appeared on EGR Intel.
The ‘Betting without the Bull****’ campaign, produced by The Tenth Man, is now live across the operator’s digital and social platforms
The post SBK launches fully AI-generated ad for new Premier League season first appeared on EGR Intel.