The Senet Group, the gambling industry body that promotes responsible advertising, has released its first campaign. The Corner created the ads, in which frustrated gamblers are persuaded to stop chasing their losses as the people around them sing about "bad betty" to the tune of Ram Jam’s Black Betty. The £2 million activity breaks on TV on 23 January. It was written by Piers O’Kelly, art directed by Liam Scott and directed by Ian & Cooper through Prettybird. Post-production was by Electric Theatre Collective. Senet is backed by bookmakers including William Hill, Coral and Paddy Power.
Executive creative director
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