In a media first, William Hill are launching a direct response TV ad that will be accompanied by the iconic Sex Pistols track, Pretty Vacant. The ad which is set to launch with the start of the UEFA Champions League group stages will further cement William Hill’s association with football and its wealth of betting opportunities which include 100 ways to bet-in-play. The ad has been created and produced by The Bank.

To support the campaign, William Hill has given each member of the Sex Pistols (Johnny Rotten, Steve Jones, Paul Cook and Glenn Matlock) a £500 charity bet where any winnings will go to a charity of their choice.

“we wanted to achieve was a direct response ad that stood out by mixing a blend of the classic and the contemporary”

Ian Cassie, Executive Creative Director of The Bank said: “It’s testament to the team at William Hill that they took, what could be considered for many, as an unconventional approach to feature the Sex Pistols against graceful football action.featuring an iconic band like the Sex Pistols demonstrates what an iconic brand William Hill has always been”.

The TV ad will be supported by radio and will run across ITV channels, ITV4, Sky, ESPN, Five.

Client:

William Hill

Other work: