Football By Tony Kenny

William Hill ‘Take Control’ with new football campaign developed by Bark&Bite

William Hill, Britain’s biggest bookmaker, is gearing up for the kick-off of its new football campaign ‘Take Control’. The new look campaign, developed by its long-term creative agency, Bark&Bite, consist of three 30’ TV adverts and will be executed through the line - across radio, social media, online and retail display and press.

The TV campaign reflects William Hill’s commitment to innovation and its relentless pursuit of enhancing their customers betting experience. ‘Take Control’ will focus on three of the bookmaker’s most innovative products; In Play Betting, Priority Access Card and Cash In My Bet.

The first TV advert, showcasing In-Play betting, will air on Sunday, 23rd August at 1.20pm - just before the kick-off of the game between West Bromwich Albion and Chelsea on Sky Sports 2 (Sky Sports 1 Pub). The adverts for William Hill’s Priority Access Card and Cash In My Bet will follow in September and October respectively.

Bark&Bite, which has worked with the bookmaker for the last seven years, was tasked with highlighting how William Hill offers its customers more control over their football betting experience. William Hill also wanted a new dynamic look a feel to its adverts, which reflects its position as an innovative and market leading brand.

Having established the creative concept, Bark&Bite chose renowned Spanish Director, Ernest Desumbila to direct the campaign. The Spaniard’s previous work includes the ‘There will be Haters’ adverts for Adidas. In Ernest’s distinct style, the adverts for ‘Take Control’ incorporate a dynamic mixed-media style including; live footage, CGI, self-frame animation (traditional cartoon style) and pyrotechnics, with music supplied by top Australian Electro-Dance duo - Knife Party with their track 404.

“Having worked with William Hill for the past seven years, we’ve really been able to get under the skin of the brand, its values and core messages,” said  Christian Knowles-Fitton, Managing Director of Bark&Bite, he continued, “as a result, we’ve been entrusted to create its most dynamic campaign to date, managing everything in-house from concept to play-out, having achieved our creative vision with one of the world's most exciting young directors in only his second UK brief.”

“It's been a stellar effort from Bark&Bite in delivering on our brief, and we’re delighted with the impact and energy of the new campaign,” said Pete Spiers, Head of Campaigns at William Hill.

“Our enhanced In-play betting, Priority Access Card and Cash In My Bet products offer our customers the ability to 'Take Control' of their daily digest of live football” he continued, “These innovative products, coupled with the impending launch of our next-generation web-platform, will allow our customers to enjoy the ultimate betting experience."

All creative assets from the TVCs will be used across all the physical and digital in-store point of sale across William Hill’s 2,300+ shops.