Betfair has enlisted Clive Owen to advertise its Exchange product, which “is different because you’re betting against fellow bettors, so you can get better odds, set your own, sports trade and even lay a bet”.
The British actor stars in a series of spots created by Leo Burnett London, using real-life situations and analogies to explain the key features of the Exchange, which “offers more than a traditional bookmaker,” including the possibility for bettors to bet against fellow bettors to get better odds, to set their own odds, sports trade and make a profit if the odds move in their favor, like you can on the stock market. “After all, nobody wants to be paid in peanuts. That’s the Betfair Exchange. A different way to bet that offers you more than you’re used to,” Owen says toward the end of the 100-second spot.
The campaign also includes print, radio and tactical outdoor.
“There is a perception that the Exchange can be complicated, and the aim of this campaign is to debunk those myths and demonstrate the unique benefits that the Exchange offers. We believe that this new campaign, led by Clive Owen, along with our new education hub, will showcase that the Exchange offers people more ways to bet and more ways to win,” Stephen Mault, Brand Director at Betfair said in a press statement.