In their latest campaign, William Hill is promoting the social side of gambling, to entice a new wave of customers.

Working with the agency 72and Sunny Amsterdam, the latest William Hill ad shows a group of friends chatting over text about a match they have bets on. The ad ends with the tag line, “It’s who you play with.”

The ad features a mix of men and women too, aiming to break down the stereotypes of betting being a solitary male pursuit, to one that includes all genders and groups of people. 

Charlotte Emery, global brand and marketing director at William Hill, commented: “The love of sport brings people together and William Hill is all about enhancing that enjoyment – betting is at its very best when it is a social experience and that is what our new campaign aims to capture.”

Matt Firth, creative director at 72andSunny Amsterdam, added: “Working with William Hill felt like an opportunity for a really fresh take on the betting category. We wanted to get away from all the tired lads and larger stereotypes to create something that felt more relatable and showcased the best of betting. For us, that meant showing how a bet can bring people together, fuel conversation and create real moments of connection.”

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