Lucky Generals launches its debut campaign for new client Betfair with a slick exploration of the theme of readiness.
Sidestepping the usual blokey laughs associated with betting commercials, the spot features the familiar scenes of sporting heroes engaged in intense training, refreshing it with a portentous tone created by quick-cut, often abstract, imagery (snakes, fire, hurricanes, bandages and swirly storm clouds) coupled with high-tempo music (Higher Ground by TNGHT).
Directed by Walter Campbell of Serious Pictures it expresses the moments of anticipation surrounding sporting endeavor, with a voiceover based on a quote by the legendary boxer Jack Dempsey describing what it takes to be sporting champ – “Someone who is ready when the gong rings. Not before. Not after. But when it rings. Ready?".
The campaign includes TV, radio, print, digital, social media and other online content.
Connections
powered by
- Agency Lucky Generals
- Post Production Electric Theatre Collective
- Production Serious Pictures
- Sound Design Wave Studios
- Director Walter Campbell
- Executive Producer Donnie Masters
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