Famous football pundits are running for their lives as they are chased out of town by horses and jockeys in this year's Sky Bet Campaign for Cheltenham Festival.

In a 60” launch titled ‘CHARGE!’ we see Jeff Stelling, Jamie Carragher, Laura Woods, Micah Richards and Grame Souness literally chased out of their studio by a pack of marauding horses and jockeys. Ed Chamberlin takes over Jeff’s anchor-man role bellowing “Move over football, Cheltenham coming through”.

The work builds upon the 2020 campaign which was born out of the belief that for four heady days every March, football takes a back seat and horse racing becomes the national sport. With Sky Bet’s rich football heritage, it’s a powerful big idea that not only transcends channel with ease but also provokes response, which helps Sky Bet to stand out.

The campaign was developed by Who Wot Why and Sky Bet’s internal brand and creative team and encompasses multiple touchpoints including over a hundred digital assets, TV, Radio, CRM and digital display, ensuring cut through at this incredibly crowded time for all bookmakers. AV was shot by Jim Gilchrist at Outsider, edited by Cut and Run and all post was handled by ETC.

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