Oh my gosh, this betting ad is powerful. The 60-second hero commercial for Betfred campaign, We The Believers, by DEPT®, is an emotive anthem to the optimism, rituals, and unwavering confidence that define football fandom in the UK ahead of the biggest tournament of the summer.

Moving away from traditional betting tropes, the cinematic spot, directed by Sticker Studios director, Luke Brookner, captures the emotional arc of modern football fans, celebrating the tension, excitement, and nail-biting moments that unite communities across the country.

Chris Boys, creative director at DEPT®, commented, “We are a nation of believers. Irrational, yes. Misguided, sometimes. Passionate? Absolutely. But before the goals, the results, or the trophies, football lives firmly in belief. A hunch. A feeling. A moment where you think, this could be it. Belief is what fans feel before anything has been decided. This is why we chose to play outside the tropes of most football advertising, spotlighting fandom in all its many forms to champion the power of belief surrounding the beautiful game. Kicking off the campaign on the biggest stage of all.”

The full campaign spans TV, CTV, OOH, DOOH, radio, digital, and social, as well as select Betfred stores, turning the high street into live media ahead of the tournament’s kick-off on June 11.

Belief is deeply woven into Betfred’s corporate DNA, a brand famously built on founder, Fred Done’s, belief in himself and his country, dating back to 1967. We The Believers positions Betfred as a constant companion to the modern football fan through the inevitable peaks and troughs of the upcoming tournament – actively fuelling optimism, rewarding loyalty, and keeping fans connected to every moment of the tournament.

Accompanying the campaign film is a series of stills captured by Theo McInnes, known for blending naturalism and subtle humour throughout his work.

To amplify the platform, Betfred commissioned research into the nation’s football beliefs, uncovering superstitions, match-day rituals, and tournament expectations.

The poll of 2,000 adults showed that 49% of England football fans believe it’s finally coming home. 1 in 5 footy fans practice lucky rituals when watching matches, including wearing the same shirt for every game (47%), holding crystals, clutching dog’s paws, and using specific stadium turnstiles – all in the belief that it might change the result. Meanwhile, 36% have more faith in the current squad than any other since the 1966 winners.

Cath Ryan, head of brand & customer experience at Betfred, commented, “This is the moment when the whole country leans in together. We The Believers is about giving fans a reason to believe, tapping into a spirit that has been a part of Betfred since the very beginning. This campaign goes beyond the upcoming tournament. Football fans are the ultimate believers. With many thinking their team will bring home the trophy this year and an incredible 67% backing themselves to do a better job than the manager, that brilliant mix of passion and unapologetic optimism is exactly what defines tournament culture.

“At Betfred, we wanted to capture that unique fan energy – from the armchair tacticians to the superstition of lucky shirts. Major tournaments have a rare power to completely eclipse seasonal rivalries and unite the nation, and our goal this summer is to be right at the heart of that shared celebration.”

Credits: 
Agency: DEPT®
Creative Director: Chris Boys 
Senior Creative: Brad Palmer
Associate Creative Director: Brad Palmer
Senior Producer AV: Katie MacDonald 
Production Director:Natalie Price
Stills Producer: Natalie Newell
Socials Producer: Freddie Black 
Senior Account Director: Joe Dawson 
Project Manager: Ash Aljohani
Business Director: Phoebe Ord
VP Clients: Gus Maclay
Strategy Director: Shinal Pancholi 
Associate Strategy Director: Tom Greeves 
Design Director: Ruban Yogaratnam 
Senior Designers: Ollie Catton & Nicholas Pires
Senior Motion Designer: Laura McHugh 
Lead Designers: Cristina Isaac & Jordan O’Connor 
Senior Artworker: Dan Royance 

Client: Betfred:
UK Brand & Marketing Director: Gerry Magee
Head of Brand & Customer Experience: Cath Ryan
Campaign Manager: Charlie Winterburn
Football Social Manager: Callum Dunn

Production Company: Sticker Studios
Director: Luke Brookner
Producer: Georgia Wall
Executive Producer: Sam Page-Jones
DOP: Noël Schoolderman