Pick of the week: Betfair "Ready?" by Lucky Generals

Gurjit Degun applauds Betfair's change in approach.

Betfair and Lucky Generals have nailed it with this new strategy, which focuses on sport rather than the usual laddish humour. The film shows the athletes’ passion and the hard work that goes into the build-up before a game. The ad was directed by Walter Campbell through Serious Pictures.

Brand: Betfair
Title: Ready?
Agency: Lucky Generals
Client: Paul Gambrill, marketing and brand director