Betfair Unveils First Campaign Since Partnering With Lucky Generals

Betfair "has unveiled its first campaign since appointing Lucky Generals as its lead creative agency in May," according to Shona Ghosh of CAMPAIGN LIVE. The ad comprises "different images of sportspeople -- a boxer, a golfer and a runner, among others -- intersected with abstract pictures meant to convey ability and hard work." The conceptual spot "is soundtracked by the high-pace Higher Ground by TNGHT," and asks, "Ready?" It features a voiceover by boxer Jack Dempsey on "what it takes to be a sports champion." The ad is "markedly different from Lucky Generals' work for Paddy Power, which merged with Betfair earlier this year." The new creative "avoids Paddy Power's borderline, laddy humour, taking a more serious tone for the Betfair brand." The spot was directed by Walter Campbell through Serious Pictures (CAMPAIGN LIVE, 8/8).