Betfred releases Safer Gambling Week adverts asking: “How do you keep it fun?”

Operator partners with creative agency Zút to launch four ads using real customers around Manchester  

Betfred has launched a series of Safer Gambling Week-themed adverts using real-life sports bettors.

The ads were made in tandem with creative and production agency Zút and feature betting customers explaining how they take a proactive approach to gambling to coincide with the accompanying campaign tagline: “How do you keep it fun?”

The operator has released four ads, each 30 seconds long, which give examples from real consumers on why gambling is fun for them, including being in a WhatsApp group with fellow bettors, one customer using a £20 deposit limit and another stating he only bets what “you are prepared to lose”.

Each ad takes place in a different setting around the city of Manchester, one in a pool bar, another in a yoga studio, one in a park and the last in a burger bar.

Joanne Whittaker, Betfred chief executive, said: “Safer gambling is at the very heart of our business and these new adverts are of huge importance to Betfred.

“Zút were the perfect partner to produce the adverts as they clearly understood what we wanted to achieve and shared a desire to make these adverts industry leading.”

Mark Hancock, Zút owner and managing director, added: “Millions of people across the UK enjoy a bet and the vast majority do so safely and responsibly. We wanted to devise a ‘show don’t tell’ approach that featured real punters enjoying a bet, positioning them as positive role models.

“As someone who enjoys a regular bet, I have my own ways that I keep it fun. We worked hard with our cast in pre-production to explore the different ways in which they gambled safely.

“This research and attention to detail resulted in authentic soundbites made relatable by having the scenes shot in everyday environments around Manchester city centre.

“Betfred’s level of commitment to getting these adverts right can be seen in the quality and considered nature of the final adverts,” he concluded.


​EGR Intel

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