William Hill Australia is bringing in-play to TV screens by launching a range of advertisements during the NRL and AFL Grand Finals this weekend.
The Racing In-Play spots - produced by Fenton Stephen - will be an extension of the wider 'Own the Moment' campaign.
The ads will showcase how punters can bet on certain Melbourne metro races up to 20 seconds after the jump, while still retaining the pre-race fixed odds.
“William Hill will continue to push the boundaries with technology to keep giving customers something better," said William Hill Australia CEO Tom Waterhouse.
“We are committed to providing punters with the fastest, most innovative way to bet In-Play and are excited to see our market leading product promoted on TV.
“Our In-Play product is market leading and 100% legal."
Fenton Stephen brought in director Paul Middleditch, from Plaza, to carry out the difficult execution of the ad. In fact, the high energy ad includes input from the stunt co-ordinator of the movie Fury Road.
“It was great to work on a racing ad that had a single-minded, disruptive idea. I was adamant we had to stop the horse race in-camera and not as a post production exercise.
"Operating a camera only five feet from the starting barriers was an exhilarating experience. The energy created by these animals is incredible," said Middleditch.
These TVCs will be followed by a multi-channel strategy stretching across spring.
Credits
William Hill
William Hill Head of Brand & Acquisition - Warren Hebard
William Hill Head of Campaigns - Emma Naylor
William Hill Campaign Manager - Charlie Cox
Fenton Stephens
Creative Director - Alex Fenton
Director of Planning - Simon Antonis
Head of Account Management - Amy Stephens
Group Account Director - Josh Collins
Creative Team - Aaron Tyler & Jess Wheeler
Agency Producer - Lisa Ramsay
Production Company – Plaza
Director – Paul Middleditch
Executive Producer – Peter Masterton
Head of Production – Megan Ayers
DOP – Daniel Ardilley
Editor – Peter Whitmore (The Editors, Sydney)
Colourist – Ben Eagleton (BE, Sydney)
Sound - Simon Lister (Nylon, Sydney)
Online Artist – Viv Baker (The Editors, Sydney)
