Brett Flair has returned to UK screens. This time he has brought his whole boy band. The campaign by Pablo is cheesy, it’s fun and it sets the betting platform apart in one of the noisiest advertising sectors.
Pablo introduced Betfair’s Brett Flair character in 2022, in a commercial called Brett & The New Slots. He is no longer a solo act. This time he is accompanied by the Greek God, Fisherman, Cowboy and Miner (each reminding players that there’s something at Betfair Casino for everybody to enjoy).
The campaign’s classic ‘90s boy band parody continues with synchronised choreography, home-made fan signs and elevated production, music and lyrics, but moves on from the Backstreet Boys, I Want It That Way to Everybody – because two earworms connected to a brand are better than one.
Brett Flair’s debut appearance in 2022 followed a new set of regulations from the Committee for Advertising Practice (CAP) coming into force. These changes led to Brett’s creation to ensure compliance in the new world of gaming. The commercials were directed by Louis Bhose through Agile Films, creating the yellow market stall inspired music video with sound specialists Birdbrain bringing Brett’s version of ‘Everybody’ to life.
The full campaign covers TV, VOD, OOH, social and digital.
Lisa Marquis, head of gaming brand & propositions, Betfair, stated, “The first Brett Flair campaign and its nostalgic theme was a hit with our casino audience, offering the standout and memorability we needed in a highly competitive market. Pablo has delivered in spades with this second campaign, which builds on the strengths of the original while delivering our core message about new games. The campaign is highly entertaining and aligns with our customers’ desire for fun, whilst also landing a message about responsible play through the introduction of our Gaming Time Check tool, ensuring players can enjoy themselves in a safe and balanced way.”
Tim Snape, ECD at Pablo, added, “This campaign supports our long-standing relationship with Betfair, having recently launched a one shot trick ad for the Sportsbook and Exchange side of the business earlier this year. This execution is our second outing with the incredibly effective Brett Flair character. It was time to turn the knob up to max in every way, so we’ve gone slicker, bigger, louder and prouder than ever before. We managed to secure another Backstreet Boys banger as the base of our new musical outing too so it’s ‘90s fun from start to finish.”
Credits
Client: Betfair Casino
Head of Brand & Propositions: Lisa Marquis
Senior Brand Manager: Venetia Tabor
Brand Manager: Jennifer O’Kelly
Marketing Executive: Megan Hayes
Producer: Mikaela Benson
Creative Lead: Daniel Flynn
Creative Agency: Pablo
Executive Creative Director: Tim Snape
Creatives: Bex Conyngham-Hynes & Dan Scott
Planning Director: Chris Turner
Planner: Oliver Edridge
Managing Director: Harriet Knight
Senior Account Director: Charlotte Johnson
Senior Account Manager: Phoebe Snelson-Chiffers
Head of TV Production: Tom Moxham
TV Producer: Rebecca Forrester
Head of Project Management: Ben Mascari
Project Director: Kelly Watts
Project Executive: Emily Rutledge
Production Company: Agile Films
Director: Louis Bhose
Producer: Sarah Kirkby
Executive Producer: Fliss Hutcheson
Director of Photography: Murren Tullett
Editor: Jack Williams @ The Assembly Rooms
Executive Producer: Emma Bewley
Post-Production: Agile Studios
Post Producer: Angie Broomfield
Creative Director: David Horsburgh
VFX Lead: Kevin Merien
VFX Artists: Thomas Dunleavy & Andrew Loughnane
Grade: Matthieu Toullet @ Company 3
Grade Assistants: Karl Pasamonte, Santino Napolitano & Jack Kennedy
Sound: Mike Bovill @ 750mph
Music Company: Birdbrain
