Our inaugural TV spot bringing movie-size magic to the sports betting scene.

Football isn’t a matter of life and death, legendary Liverpool manager Bill Shankly once said. It’s far more serious than that.

More serious than being stranded in the arctic tundra and preyed upon by a hungry polar bear, even. “Arctic” is the first TV spot in Betway’s new campaign “For the Love Of The Game”, which sees the brand break free from the limits of category conventions and gives them an idea that connects emphatically and unequivocally with audience culture and behaviour. Betway knows that if the game’s on (especially if you’ve got money on it) everything else is a bit of a distraction.

That’s not a bad thing. In fact, it should be celebrated. In widescreen, cinematic glory.

This modular campaign was scripted and shot to include 15 “episodes” of each of the three main storylines, each film designed to engage audiences at different points in the gaming journey, from placing an in-play bet to playing Roulette with Betway Casino. “Arctic” debuted in the Champions League Final, 2016, and was directed by the brilliant Gary Freedman through Independent.

Director: Gary Freedman
Prod Co: Independent
Sound: Grand Central