Betfred tries ‘friendly and fun’ in debut campaign from new agency Brothers and Sisters

Brothers and Sisters has created what UK betting firm Betfred calls its first ever brand campaign for the new Premier League football season. Directed by the mighty Biscuit Filmworks’ Bruce St Clair, the campaign breaks on August 30 on Sky Sports and BT Sport.

It features two ‘silver foxes’ – alias ‘The Dudes’ to position Betfred as a ‘fun and friendly betting brand.’

Betfred group marketing director Gemma Strath says: “After a competitive pitch we selected Brothers and Sisters and we have been delighted with their creative and how we have worked together to execute it. It is very different for a betting company but we are confident that our new campaign will stand out in a very cluttered market place. The Betfred brand is all about entertainment and fun and that’s what this new campaign conveys.”

Well it’s a brave attempt and nicely done. Not dissimilar to what BBH is trying to do with Ladbrokes but punchier. It’ll be interesting to see if such ‘brand campaigns’ work better than shouting the odds – especially as most bets seem to be placed via mobiles these days.

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