Zut behind Betfred’s new Cheltenham TV campaign

Stephen Chapman's picture
by Stephen Chapman

Zut has created the television and online advertising campaign for Betfred, ahead of next week’s Cheltenham Festival.

Inspired by the Game of Thrones, it uses a series of animated stills of horses, jockeys and trainers.

“The Cheltenham Festival is one of the most important racing events on the calendar for us and we wanted the creative to reflect the intense drama that takes place on the racecourse,” explained Gemma Strath, head of marketing at Betfred.

“The team at Zut has demonstrated a clear understanding of the brief and has once again delivered a campaign with real stand out. We are thrilled with the whole approach from the creative concept to the final execution.”

The 30 second commercial will be aired on ITV and Channel 4 from Sunday. It will also run across digital and social media and video on demand.

“The intensity of the racing that takes place on the course at Cheltenham is at the very heart of this campaign. From the crowd’s famous roar before the first cavalry charges to the bravery and determination of the jockeys, Cheltenham is adrenaline filled and very ‘battle’ like. We used this as the inspiration behind the creative,” added Mark Hancock, director at Zut.

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