Betdaq takes aim at exchange rivals with new TV ad campaign
New 30-second spot highlights operators that “run short-lived promotions like month-long offers of low commission”
Betdaq has unveiled its new #ChangingfortheBettor TV ad campaign to celebrate the company’s commitment to offering a permanent 2% commission rate on all sports and markets.
The campaign is fronted by actor and voiceover star Ralph Ineson, whose portfolio includes The Office, Game of Thrones and Harry Potter.
Shot at The Valley stadium in London, home of Betdaq-sponsored Charlton Athletic, the night shoot was executed in a single take with Ineson delivering his monologue straight to camera.
Ineson begins his piece-to-camera by saying: “Some exchange betting companies run short-lived promotions like month-long offers of low commission.
“At Betdaq, we wanted to change the way we did things, so we set our commission at 2%.”
The 30-second ad will be launched on 20 August and aired on Sky’s Entertainment, News and Sports channels, ITV4, At The Races, TV3 in Ireland and various social channels.
BETDAQ Managing Director Shane McLaughlin said: “We wanted the campaign to signal a new dawn for the brand and showcase our pledge to exchange bettors.
“Our introduction of a permanently low 2% commission on all exchange bets is the first of many ways we’re creating a positive impact across the market.
“In Ralph we have an instantly recognisable presence, full of gravitas and approachability, who is a perfect fit for our brand and helps to spread the news about our long term commitment to change.”
The film was created, directed and produced by Alpha Century, the firm behind Coral’s Sports Rodstein campaign featuring Hollywood comedian Danny McBride.
Alpha Century’s head of strategy, Matt Buttrick, said: “Betdaq are really changing the way they approach their business and the advertising had to do justice to this departure.
“Our approach landed the clear truth of 2% commission in a smart, yet refreshingly down-to-earth way – many betting ads tie themselves in knots, so we wanted something clear and captivating.”