New TV shorts directed by Who Wot Why to champion the small victories in everyday life as casino operator shifts gears
Sky Vegas has launched a new advertising campaign and platform which aims to “build an authentic connection” with players.
The operator has debuted the ‘Play. It’s why we’re here’ campaign which includes 60 second and 30 second TV ads that show players “finding play in the everyday”.
The shorts include a slow-motion leap over a puddle, a dramatic switch of supermarket queue and a widescreen biscuit dunk to manifest the little victories in normal life.
The campaign has been informed by Sky Vegas’ internal research team, which found that customers are more engaged by excitement than big wins.
The operator said the new ads were “breaking away from the traditional razzmatazz of the online casino category” with an aim of building a “realistic, honest and transparent connection with customers”.
The ads were produced and directed by Sky Vegas’ creative agency Who Wot Why. The pair have worked together since 2020.
Jonathan Lloyd, Sky Vegas head of gaming brand and propositions, said the launch of the campaign was “shaking up the category cliches”.
He explained: “Our research was conclusive; consumers feel that brands within the category don’t understand them and the existing category advertising tropes compound the distrust they already feel towards casinos.
“We aren’t only focused on the win, but all the feelings of entertainment that players get from online casinos: jeopardy, anticipation, connection – and even losing. That’s their lived experience with us, so it’s only right that we reflect that in our comms.
“We’re standing out from the category, building on the Sky brand equity, in delivering great, quality entertainment.
“We’re using real world, everyday scenarios as metaphors for what Sky Vegas delivers to customers – entertainment in the small moments of the day that feels big and absorbing while you’re playing, but forgotten when they’re over,” he added.
Sean Thompson, Who Wot Why executive creative director, commented: “The truth is, most of us play little games in life – games with a touch of jeopardy that we can win or lose and that feel ridiculously exciting in the moment.
“Winning and losing is part of life, even in the smallest moments, and it’s fundamentally important and responsible to embrace this in the category.”