The launch of the 2024-25 Premier League also marked the launch of Bet365’s global breaking news campaign, with marathon winner Fridge Man making his debut in Bet365’s new brand commercial ahead of kick-off of the Premier League opening match between Manchester United and Fulham.

The campaign sees every sports fan’s dream come true as a series of crazy sporting moments happen simultaneously on the same day. Breaking News is a continuation of the Never Ordinary brand platform, first launched by Bet365 and creative agency partner Drummond Central last August.

In a series of incredible events, the creative execution of breaking news takes the existing global brand campaign ‘Never Ordinary’ to new levels, while thrilling celebrations fill the screen, reaffirming that at Bet365, every moment in sport is epic.

The campaign centres around a sports news channel. Watch newsreaders cover a range of extraordinary sporting moments over the course of a day. From a football player scoring a goal whilst attached to the spider cam, to a tennis player hitting the ball back from row six, to a man with a fridge on his back winning a marathon. The ad places these never ordinary moments in a live world and perfectly showcases what Bet365 is best known for.

Chloe Shrubb, Global Head of Brand Marketing at Bet365, commented: “Bet365 is back with Never Ordinary and this year the challenge is even greater. We have a tough task ahead of us to build on last year’s successful campaign and this is only the second year of a very different and evolving direction for Bet365. I’m really excited about this creative idea, it’s a beautifully simple idea that really expresses how Bet365 elevates moments. We are totally unique, outstanding and we are Never Ordinary.”

Kevin Lynn, Creative Director of Drummond Central, said: “Part of the brief for this year’s campaign was simple: we wanted to make it a blockbuster, and that’s what we did. We needed a creative execution to showcase incredible sporting moments from around the world, and what better way to do that than with our own news channel? One wild moment after another, brought to you live as it happens. It perfectly sums up that at Bet365, no matter what the moment, it’s never ordinary.”

Created by Bet365 in partnership with Drummond Central, the branded spot was shot on location and in studio over 21 days. The 60-second cinematic introduction to Breaking News was directed by Academy’s Jack Driscoll, produced by Tom Cartwright, and Selected Works brought the action to life with stunning post-shoot visual effects.

The Never Ordinary creative platform has always been more than just a TV spot for Bet365 and Breaking News will once again be brought to life across multiple touchpoints. The campaign will span linear TV, VOD, out of home, audio, print and digital, with media planning and buying in the UK being carried out by Republic of Media. Breaking News will run above average in several territories in 2024-25, including the US, Mexico, Australia and other European countries.

Bet365 is also proud to integrate responsible gambling into the new ‘Breaking News’ creative platform. We will continue our ‘PLAY SAFE | Bet365’ campaign and have created a standalone ad within the Breaking News environment to fully support our responsible gambling message.