The new spot, "Dinghy", follows the first ad "Arctic", which was shown during Euro 2016. It depicts two men in an inflatable raft in the middle of the ocean; one becomes increasingly anxious over the sharks circling the dinghy, while the other can’t get his mind off betting on football.
Created by Above & Beyond, it uses the agency’s modular technique, in which multiple variations or "episodes" are created at the same time, each catering to different moments in the consumer journey.
The first episode, "Dinghy brand", is designed to be shown around football programming; there will also be variants for tennis, and live odds and promo executions. The debut of the TV ad will be followed by a roll out across radio, press, digital out of home and online.
Anthony Werkman, marketing and operations director for Betway, said: "The idea behind ‘For the love of the game’ is to build a story that captures the true passion of fans. It connects emphatically and unequivocally with audience culture, bringing the Betway brand into their lives."
The spot was created by Sam Shepherd, Gareth Gray and Stuart Gittings, and the films shot by Gary Freedman through Independent. Starcom is handling the media planning and buying.