Sky Bet 'excitement of uncertainty' by WCRS

The activity, by WCRS, continues the "nothing’s certain, that’s why it’s exciting" idea introduced in 2011.

It will launch with a 60-second TV ad in which the thoughts of a football bettor are heard. The punter ponders the various possibilities that could unfold over the course of a football season.

A range of ads will air through September and October, including spots on Sky Sports before football matches. The campaign will also run across online and social media channels.

It was created by Jane Briers and Dave Cornmell, and directed by Jim Weedon through Bare Films.