Online betting and gambling company Betway has released its latest campaign, as World Cup mania builds across the UK.
Created by McCann in Manchester, the new campaign aims to drive awareness, consideration and usage of the Betway platform during football’s biggest global cultural moment, and runs across TV, OLV and social platforms.
The 30-second spot sees the return of Dave (first introduced in Betway’s Christmas and Cheltenham campaigns.) But something doesn’t seem right. He’s only popped to his local corner shop, as per normal. But why is the normally 24/7store closed? In fact, why is every shop and restaurant closed? The streets are deserted. Something is very wrong… and when he realises what, he starts to run.
READ MORE: Debut hire for former Candidsky pair’s new agency
Finally, he makes it to his mate Harry’s house. Who didn’t think he was going to make it… for the start of the big game, that is. Yep, Dave wasn’t running from anything. The streets were deserted because the world stops when the football starts. And the Betway offers start too.
From shop signs like ‘Hand of Dog’ pet walking service, and restaurants such as Tiki-Taka Tapas and Meggs and Chips, to a barber’s shop showcasing some very familiar hair and some unfinished bridge graffiti threatening that ‘It’s coming…’, the spot is packed with easter eggs. Fans of late 90s breaks and big beat will also note that the soundtrack is provided by Apollo 440.
On the creative, Imogen Tazzyman, ECD at McCann Manchester said: “These are the most fun scripts to make. We were very excited to get back on set to see what Betway Dave had been up to. And the easter egg brief is one of the most popular in the department – and it’s the kind of stuff my friends outside advertising actually talk about!”
McCann Manchester has been working with Betway for over 18 months and this is the third campaign it has launched for the betting company.
The FIFA World Cup 2026, in case you missed it, is this year taking place in Canada, Mexico and the USA and kicks off its record-breaking 104 games this year on June 11, with Mexico v South Africa in the Mexico City Stadium. England and Scotland have both qualified for this year’s finals.
