William Hill repositions brand in new-look TV ad campaign
London-listed operator puts Anthony Joshua at the forefront of a new safer gambling-themed creative marketing series
William Hill has recruited UK boxing champ Anthony Joshua to lead a new-look TV advertising campaign that will focus on brand heritage and safer gambling.
Joshua became a William Hill brand ambassador back in 2018 but this is the first time he has been used in an advertising campaign by the operator.
The London-listed operator has also used the creative to promote safer gambling messages – the first time it has integrated the messaging in this way.
As part of the campaign, Hills will integrate four safer gambling messages across its social media channels; ‘know where you stand’, ‘keep it fun’, ‘control is everything’ and ‘take a break’.
The ad will air for the first time on Easter weekend with the full 60-second spot appearing on multiple networks at 9pm on Saturday 20 April.
It will be a six-week campaign in the build-up to Joshua’s world title defence on 1 June in Madison Square Garden in New York, although the opponent is now a question mark of Jarell Miller failed a drug test this week.
Joshua’s promoters Matchroom said Joshua will fight on 1 June regardless of Miller and have a “list” of alternative opponents.
Charlotte Emery, global brand and marketing director at William Hill, said the new campaign reflects the operator’s ‘enjoy the moment’ brand narrative.
“This creative shows AJ landing a knockout blow before enjoying the moment as everything freezes while he dances around the stadium to the adulation of his fans,” said Emery.
“The story emphasises how William Hill wants all our customers to enjoy their betting with us and celebrate the moments while staying in control.
“We opted for black and white and a highly stylised creative to really separate this creative in tone and quality from the rest of the sector,” she added.
The ad signs off with the strapline ‘Heavyweights since 1934’ to “emphasis Hills’ scale and heritage”, rather than advertising the latest odds which has become common place in the betting industry.
William Hill appointed a new head of retail responsible gambling in March.