Super has launched its latest campaign ‘The Game in Your Hands’ for its Superbet brand.
The campaign, created in tandem with San Francisco-based design firm AKQA, is centred around a red box that represents an immersive universe and the “choice, freedom and autonomy” users have when playing with Superbet.
AKQA has previously worked on campaigns for Google, Porsche, Dior, TikTok, Uber and Nike.
The 60-second ad shows a group of people in a gym when a man opens a red box that reveals itself to be a football stadium.
The centre of the pitch has a Superbet circular banner, as two teams emerge from the tunnel and the referee starts the game.
Three men in the gym peer over the stadium box and watch as a player for the red team scores. Fans in the crowd are seen celebrating wearing Superbet-branded t-shirts.
The camera then pans out as a bet builder screen appears above the red box, now in a bathroom, as an adult male is shaving while watching the game.
The man shaving is shown on a big screen in the stadium saying: “You can feel a goal is coming” just as the red team scores again.
The initial man then receives a phone call, as the red box turns into a phone, as the campaign ends with a voiceover saying to viewers: “Superbet: The Game in your Hands”.
Lish Kennedy, Super vice-president of marketing, said: “This campaign redefines how Superbet shows up as a brand, bringing our full entertainment ecosystem to life while highlighting the value we create for our customers.
“It celebrates the power of community and the genuine connections fans build through the Superbet experiences, while marking an important step forward in our growth journey.”
“’The Game in Your Hands’ also opens a new dimension in the way we execute global brand campaigns, making it suitable for future scalable communication initiatives and a multi-market strategy that reflects our global expansion plans.”
EGR exclusively revealed last September that the Bucharest-based business was rebranding to Super as part of its “next phase of global growth”.
The Superbet brand is live in Romania, Poland, Brazil and Serbia, as well as Belgium following its acquisition of Napoleon Sports & Casino in 2021.
The post Super unveils new global campaign celebrating the “power of community” first appeared on EGR Intel.
Vice-president of marketing Lish Kennedy says latest Superbet ad changes the way the operator executes brand campaigns
The post Super unveils new global campaign celebrating the “power of community” first appeared on EGR Intel.