Sky Bet ignites Move Over Football drive as Cheltenham arrives
Gillette Soccer Saturday cast run from racehorses in the operator’s latest social campaign
Sky Bet has unveiled a social media marketing campaign called Move Over Football as the operator embraces Cheltenham Festival for four days.
The ad – shot by Outsider creative Jim Gilchrist – features the familiar football faces of Sky Sports running away from stampeding racehorses.
Gillette Soccer Saturday anchor Jeff Stelling plays a starring role in the advert, alongside former footballers Matt Le Tissier, Charlie Nicholas and Jamie Carragher, as well as presenter Laura Woods.
Sky’s Ed Chamberlain – who fronts ITV’s coverage of Cheltenham – is also present in the ad, which was written by Ali Dickinson and Jack Walker of WhoWotWhy.
Sky Bet head of brand Ross Sewley said: “We asked Who Wot Why to help us stand out at Cheltenham, our most important time of year, and they’ve certainly delivered.
“With Sky Bet’s rich football heritage, they’ve helped us develop an unexpected, provocative point of view and have executed it in a very disruptive way.
“We believe the power of a big idea is demonstrated in how easily it transcends channel, and every touchpoint in our Cheltenham campaign delivers the concept with ease and provokes response,” he added.
The campaign will run across digital, social, TV, radio and CRM for the duration of the festival.
Sky Bet lead creative Andrew Mook said: “The idea of a 30-second ad script is not the way we do things anymore.
“We choose much more modular, smaller vignettes and that has allowed us to create massive scope for the digital assets.
“The way the campaign has come together has looked really strong right through the line,” he added.
Yorkshire-based Sky Betting & Gaming (SBG) climbed 30 places in this year’s The Sunday Times Top 100 Companies To Work For survey.
Image source: SkyBet/Outsider