BoyleSports has unveiled its latest advert for its new ‘Back Yourself’ brand campaign, with the spot featuring AI-powered production.
The new 30-second spot features a journey through the mind of a sports bettor aboard a train as he is bombarded with noise and chaos.
His thoughts includes football managers debating tactics, statisticians crunching numbers, interviews and horseracing, all interspersed with bursts of in-play commentary.
The punter then slams the stop button on the train to return to the real world before placing his bet.
The Irish bookmaker worked with ad agency Forsman & Bodenfors Dublin and production house Stink Films to produce the spot.
The ad was filmed in Belgrade, Serbia, and was directed by Ben Nakamura Whitehouse, who has overseen creatives for Amazon, X and Skoda.
The production featured dozens of cast members, along with creating a constructed train set against LED screens.
The dreamscape setting seen throughout the clip was AI-generated by Dublin-based creative studio GABHA Studios.
Alongside the ad, BoyleSports will be deploying a series of print and out-of-home materials related to the spot.
The brand film will form the backbone of BoyleSports’ ‘Back Yourself’ marketing drive, which is aiming to raise the firm’s profile amid a £100m investment into the UK.
The operator has already secured a front-of-shirt sponsorship deal with Premier League side West Ham United and is also an official sponsor of TNT Sports’ Premier League coverage.
Aimée Prendergast, BoyleSports marketing director, said: “This campaign brings our new positioning ‘Back Yourself’ to life in a bold, cinematic way that reflects the confidence at the heart of our brand.
“It’s the cornerstone of our UK relaunch and we’re excited for fans to see a new side of BoyleSports across TV, out-of-home and digital.”
The post BoyleSports unveils AI-powered ‘Back Yourself’ campaign as part of UK push first appeared on EGR Intel.
New brand spot comes after operator penned sponsorship deals with West Ham United and TNT Sports, as firm gears up for £100m investment into the UK
The post BoyleSports unveils AI-powered ‘Back Yourself’ campaign as part of UK push first appeared on EGR Intel.