All bets on hardman Ray in new footie game

Sep 10 2009 by Andrew Mernin, The Journal

AFTER wrestling monsters, wielding Excalibur and adventuring with Indiana Jones, British actor Ray Winstone is now fronting a new campaign created by a North East firm.

Newcastle-based advertising agency Drummond Central has drafted in the on-screen hard man as part of its latest foray in the emerging market for live TV adverts.

The company landed a deal with global gambling firm bet365 last year to broadcast live betting odds on adverts during live football games on ITV.

The ‘In-play’ betting commercials mean that at half time in football games – including Champions League games and internationals – footage of the actor will interact with live betting options based on the potential outcome of the last 45 minutes of the game.

Ray Winstone, who made his name in the 1977 Borstal drama Scum, starred in the critically acclaimed Nil By Mouth and Sexy Beast and more recently starred alongside Harrison Ford in the latest Indiana Jones blockbuster, follows former EastEnders’ star Phil Daniels and Chinese actor Burt Kwok as the newest star to play a role in Drummond’s live TV projects.

Managing director Julie Drummond said: “Ray Winstone appeals because he epitomises football fans within the UK and is a passionate fan himself. He is a very intelligent and thoughtful man who understands the game.

“He has an affinity with the people who watch football, plus he’s very funny and very amiable. For that reason, we felt he was the perfect choice as bet365’s sports book figurehead.

“The beauty of this campaign remains that it puts the odds in front of the fan at a time when they would most want them.”

Media planning and buying on the Bet365 advert was delivered by Edinburgh-based Feather Brooksbank and was directed by Glasgow’s ISO Design, working alongside the Scottish production company MTP.