William Hill kicks off the new season with a brand new TV ad, which encourages viewers to “Let the good times roll”.

The spot features groups of friends using the William Hill app to place bets and doing all kinds of activities and challenges together, especially the ones who lost a bet. A man dressed up as a penguin and runs after the train, for instance. They are shown watching together football games, horse races and experiencing the thrills one feels when having a bet placed on a certain team or horse.

The soundtrack is Neil Diamond’s “Sweet Caroline’.

The sports betting giant launched its mobile app also in Colorado earlier this year, on May 1, since legalized sports betting went live also there.

According to Joe Asher, CEO of William Hill U.S., in Nevada last month, William Hill’s mobile traffic was up over 130%, and in-person wagering up 50% from last year – despite the fact that the state’s tourism-dependent economy was battered by COVID-19.