• Theme shows friends sharing their passion for sport 
• Top UK celebrity ambassadors include jockey Sir AP McCoy
• International campaigns expected before football’s European Championships
• William Hill also launches safer gambling ad

William Hill is relaunching its master brand with a high-profile, celebrity-backed TV campaign in the UK, followed by launches in other countries.

With the backing track of Neil Diamond’s Sweet Caroline, the new campaign focuses on friends sharing the same passion for sports and gaming.

Charlotte Emery, chief Brand Officer at William Hill, said: “We are excited about the launch of the new campaign and the master launch of our iconic global brand.

“William Hill is a brand that is loved and respected across the world, and it was really important for us to unify our global brand under one single identity.”

Friends and celebs

The UK advert shows a series of vignettes of real friends enjoying life and sport and celebrates the unforgettable moments they share. It also features William Hill ambassadors Sir AP McCoy, Jermaine Jenas, Rio Ferdinand and Robbie Savage enjoying these fun moments with fans.

Former Wales midfielder Savage said: “I have been with William Hill for over 12 years. They are a great company to work with, and it was great fun being in the advert with my mates Rio, AP and Jermaine.”

Emery continued: “We wanted an iconic sporting song for the advert, and we were delighted to be able to get Sweet Caroline. It is a song that spontaneously gets friends singing together. It was the perfect song for our campaign.”

The ad was shot in 16 locations in London and was directed by Nico and Michel Arribehaute. The former professional rugby players previously worked on campaigns for Renault, Lucozade and Under Armour.

“We were delighted with the passion and drive that Nico and Michel brought to the project. The fact they played rugby professionally gave them a unique understanding of the passion of sport. I am thrilled with the results. They nailed the brief”.

Safer gambling message

William Hill is also putting out an ad promoting safer gambling. It has already committed to use 20% of its advertising slots to raise awareness of the safer gambling message.

It is believed the international campaigns will go live ahead of the European Championships in June. It will follow the same creative direction while celebrating the unique differences of each of the nations.