Sky Bet recruits brusque Roy Keane for new year TV spot

From dodging selfies to avoiding interviews, Keane shows how he doesn't let anything get in the way of the beautiful game.

Sky Bet: Roy Keane (right) dismisses a selfie seeker
Sky Bet: Roy Keane (right) dismisses a selfie seeker

Sky Bet is entering the new year with a spot featuring football pundit and former Manchester United player Roy Keane.

Created by Who Wot Why, the 60-second ad shows Keane dealing with a host of obstacles on his way to a football match. Keane is one of several sports stars to feature in the campaign from Sky Betting & Gaming, aimed at highlighting Sky Bet's app.

Determined that nothing should get in the way of enjoying the match, Keane dismisses a selfie seeker – a homage to Peter Crouch's gallery dedicated to the experiences of people who have asked Keane for a selfie. He then dodges a hat and scarf seller, a known annoyance to him.

The brusque Keane then cuts short Sky Sports presenter Laura Woods, who is attempting to commandeer him for an interview. Another Sky Sports presenter, Jeff Stelling, is playfully dodged at the turnstile before a waitress cheekily offers Keane a prawn sandwich – a reference to his tirade at corporate box fans at Manchester United, whom he infamously dubbed "the prawn sandwich brigade".

As the ref blows the whistle for the start of the game, Keane finally gets to his seat but his view becomes blocked by pundit and ex-footballer Micah Richards, who, after a quick tap, then takes a seat.

The film, which was directed by Jim Gilchrist through Outsider, ends by saying: "For an experience that doesn't get in the way, choose the UK's number one betting app, built for ease."

The campaign is also running across radio, digital and out of home.

Ross Sewley, head of brand at Sky Bet, said: "No facepaint or football flags in sight. We wanted to demonstrate the scale of the UK's number one betting app by showing off the beautiful game as realistically and authentically as possible."

Ben Walker, Who Wot Why co-founder, added: "Nothing should get in the way of enjoying sport and we welcome the addition of Roy Keane to the stable to tell that story. [He] is an absolute legend and we're chuffed to be working with him. Nothing should get in the way of enjoying sport and I'm certainly not going to argue with him on that."

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