BetVictor has launched a new 60-second campaign for the culmination of the Premier League season to build “excitement” for the 2026 FIFA World Cup.
The campaign went live during last weekend’s Premier League fixtures and will be aired across digital and social platforms, as well as subscription video on-demand and broadcaster on-demand services.
The launch has been lauded as the Gibraltar-based operator’s “largest AV investment to date”. BetVictor is the flagship brand under the BVGroup umbrella.
The creative is the first to be published with operator’s new media agencies Barn Door Studios and Bountiful Cow.
Barn Door Studios served as the creative agency on the brief, while Bountiful Cow, which previously worked with Sky Betting & Gaming, acted as the media agency.
As part of the campaign, produced by Barn Door Films, the brand will be integrated into Sky’s live sport offering, on-demand entertainment, YouTube channels and digital placements on Sky AdVance.
The Sky AdVance platform allows advertisers to push TV campaigns across online mediums, as well target specific demographics.
BetVictor has previously worked with Sky AdVance, with the operator listed as a case study success story on the platform’s site.
“By using Sky AdVance to reinforce the message of their AdSmart campaign targeting young men with an interest in sports/gambling, BetVictor were able to target the same audience online,” the case study states.
“Going very granular using Sky data, meaning there was minimal wastage while delivery huge uplifts in performance versus industry standards such as 84% view-through-rate, 29% higher than benchmark.”
The ad, titled ‘For All Your Favourite Things’, has been rolled out across the UK and Ireland and is the first in a series of TV, billboard and radio ads.
To the tune and rewritten lyrics of My Favourite Things, a song from the 1959 Broadway musical The Sound of Music (adapted for film in 1965), the ad starts with fans walking to a stadium and clips of chips being cooked in a fryer and onions being chopped.
The reworked song reflects on the experience of watching football, such as tough tackles and last-minute winners.
A person in the crowd is also seen betting on their phone, on the BetVictor app.
The advert continues to name the favourite things football fans enjoy, including “Saturday accas”, before naming examples of bad situations fans can find themselves in – such as singing when your team isn’t winning and a bet gone bad.
The ad campaign ends with a male voice singing that when fans remember their favourite things then they “don’t feel so bad”.
Richard Walters, BetVictor director of brand and creative, said: “‘For All Your Favourite Things’ captures what BetVictor stands for today – a premium, straightforward experience that enhances the thrill of sport.
“When done right, we believe that gambling is a simple pleasure; one that we love connecting our customers to.”
Matt Lever, Barn Door Studios founder, added: “We wanted to portray sport and betting in an authentic way that eschews the clichés of the category and shows that, done responsibly, betting with BetVictor can be one of our favourite things.”
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The post BetVictor unveils “largest audio-visual investment to date” with new campaign first appeared on EGR Intel.
Director of brand and creative Richard Walters says latest ad captures what the operator “stands for today”
The post BetVictor unveils “largest audio-visual investment to date” with new campaign first appeared on EGR Intel.