This Friday will see the launch of a high impact new TV and radio campaign from the Senet Group, created by advertising agency The Corner, on the potential risks of gambling and the benefits of staying in control when betting online or in high street bookmakers. The £2m campaign from the Senet Group, the new gambling watchdog, is the first industry initiative of its kind in Britain.
Backed by four of Britain’s leading betting companies, William Hill, Ladbrokes, Coral and Paddy Power, Senet Group was set up in September 2014 to respond to public concerns about gambling and to promote responsible gambling standards.
The ads feature a young customer in a betting shop and a guy betting online at home. Both ads use the soundtrack of the 1970s’ hit Black Betty, by Ram Jam, with the words of the song changed to ‘bad betty’. The betting shop advert concludes with the message: “If you’re betting more than you can afford, it’s a bad betty, so pause for a moment and think again.” The final frame ends with the words, ‘WHEN THE FUN STOPS, STOP’, with the lights on the word “FUN” flickering out. The Senet Group campaign will run across TV, radio, newspaper and online with an audience reach of 9.7m. Advertising slots will include the commercial breaks around major televised sporting fixtures.
Wanda Goldwag, new Chair and Independent Standards Commissioner of the Senet Group said: “Gambling companies have a responsibility to the communities they serve and must protect the vulnerable, especially young people. We know young men are particularly susceptible to problem gambling and this campaign is designed to reach them in a compelling and engaging way.”
Ron Finlay, interim Chief Executive of the Senet Group said: “The vast majority of people who gamble enjoy it responsibly and safely. But some can slide into problem gambling. Our campaign highlights some of the warning signs and provides independent sources of advice for those who feel their gambling is getting out of control.”
Neil Simpson, founding partner at The Corner said: “Bad Betty is a campaign we believe will firmly lodge itself in the cultural consciousness of British gamblers. It’s an entertaining campaign but comes with a serious message that encourages people to reflect and keep a sense of control.”
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Advertiser: The Senet Group
Media Agency: Rumour
Art Director: Piers O’Kelly
Copywriter: Liam Scott
Creative Agency: The Corner
Executive Creative Director: Tom Ewart
Managing Partner: Neil Simpson
Planner: Ollie Gilmore
Producer: Sam Holmes / Kristie Girvan
Post Production Company: Electric Theatre
Producer: Matt Williams
Director: Ian & Cooper
Producer: Hannah May / Margo Mars
Production Company: Prettybird
Audio Post Production: Greek Street Studios
Editor: Ben Harrex, Final Cut
Categories: Gambling, Sports and Leisurelbbonline.com, Wed, 21 Jan 2015 09:30:28 GMT