bet365 Celebrates New Creative Platform with Extra-Ordinary TV Campaign

bet365 marked the return of the Premier League season with a brand new global campaign, ‘Never Ordinary’.

While the campaign may have kicked off with a TV advert ahead of Burnley v Manchester City, it is curling that is celebrated, with a seemingly average curling throw triggering a cultural phenomenon. In a series of epic occurrences, the sport is instantly elevated to the point where curling mania takes over the world.

From the stadium to the streets, and from TV stations to tattoo parlours, thrilling celebrations fill the screen in a manner that evokes the feeling and essence that bet365 portrays.

And so begins the concept of ‘Never Ordinary’. Full advert can be seen here

bet365′s Chloe Shrubb, Global Head of Brand Marketing, said:

“The In-Play betting experience is something that bet365 has and always will excel at. The sentiment behind this campaign is essentially a reminder for everyone that bet365 stands out from the crowd. It’s unique in so many ways and it’s absolutely Never Ordinary.”

Created by Drummond Central and bet365, the brand advertisement was filmed on location and instudio, in Madrid, Barcelona and LA, over 21 shoot days. The 60 second cinematic introduction to ‘Never Ordinary’ was directed by Academy’s Jack Driscoll, produced by Tom Cartwright, with Selected Works bringing the action to life with stunning post-shoot VFX.

Media support will be supplied globally by various agencies, including Republic of Media in the UK.

Drummond Central Creative Director, Kevin Lynn, said:

“bet365 wanted a fresh new look and feel, something we were fully on board with. It’s a concept based on a brilliantly simple idea – any sport can have an amazing moment. We wanted every sport to feel as epic as the Premier League, NFL or NHL.”

The creative platform of ‘Never Ordinary’ doesn’t stop at a brand ad. Every touchpoint will bring our new concept to life, including but not limited to digital channels, our app, social media platforms, sponsorship and partnership assets, our customer communication and of course TV.

bet365 are also proud to incorporate responsible gambling into the new ‘Never Ordinary’ creative platform. We will continue with our PLAY SAFE | bet365 campaign, but have produced a standalone advert within the Never Ordinary environment to fully support our responsible gambling message.

bet365′s Alex Sefton, Chief Marketing Officer, finished with:

“We are really excited to share Never Ordinary with the world. It’s an exciting change for bet365 and one which celebrates our strengths and direction we’re heading in.”

Never Ordinary will run above the line in multiple markets including the UK, Ireland, Denmark and Sweden from August 11th. The campaign will run below the line globally, appearing online, in communications and across digital.

  • Production Credits Agency: Drummond Central
  • Creative Director: Kevin Lynn
  • Executive Creative Director: Stephen Drummond
  • Senior Account Director: Alex Evans - Contact for queries 0790 863 3953.
  • Production - Academy
  • Director: Jack Driscoll
  • Executive Producer - Simon Cooper
  • Producer - Tom Cartwright
  • Production Manager - Kishan Patel
  • Production Assistant - Colum Ewart
  • DOP - Ben Todd Editor - Joe Guest @ Final Cut
  • Production Designer - Alexandre Vivet
  • Post - Selected Works
  • VFX Supervisor - Greg Spencer / Dave Hempstead
  • Service Company - Twentyfour Seven
  • Stills - Woody Rankin @ Academy

About bet365

At bet365, we don’t do ordinary. We believe every sport should be epic. That’s why we offer an ‘In-Play’ experience which covers over 78 sports and over 780,000 live streams to 90 million customers worldwide. Our online betting brand is powered by a world-class proprietary product and over 7,000 employees across the globe.

Cultural and linguistic zones around the globe are serviced using geo-specific content and 22 different languages to enhance the customer experience, which is further improved through the offering of 26 different deposit currencies and 50 payment methods.

bet365 has a range of useful tools to help you stay in control of your gambling that can be found at

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Craig Jones

Craig Jones

Content Manager on Freebets. Experienced punter, from back street, smoke filled betting shops in the 2000s, to state of the art, dedicated betting apps of the 2020s. Covering the gambling industry with expert opinion and looking at the latest innovations.