The ad, by WCRS, introduces the strapline "Nothing’s certain. That’s why it’s exciting" and depicts different scenarios that could affect the outcome of a wager.
Ted Moss, the marketing director of Sky Betting and Gaming, said: "It’s the uncertainty of sport that makes betting so exciting and WCRS has captured this brilliantly in the new campaign to set us apart from our competitors."
The campaign, spanning TV, press, digital and outdoor, was created and directed by Larry Seftel and Dave Day. The production company was Outsider, and post-production was by Ben Turner at The Mill.