Football legend Eric Cantona is fronting a £2.5m campaign to support the launch of a European casino operator. The Partouche Group is launching a betting website in the UK today (June 9).
The ad, created by French agency Hemisphere Droit, pokes fun at England’s failure to qualify for Euro 2008, with Cantona posing as “King Eric” in Braveheart-style battle scenes.
It shows Cantona sporting full chain-mail armour and a crown and rallying his troops to “get back in the game”. It shows “King Eric” amid a ruined battle scene and ends with “to be continued at Partouche-betting.com” to drive people to the website.
Visitors to the site, can see a 2 minute 30 second version of the ad, which shows Cantona cheering up his defeated troops by saying: “Sons of England, it’s never too late to get back in the game… and fight.” It ends with the line “To bet or not to bet? There is no question”.
The campaign will launch with two teaser ads on ITV before the France v Romania game and several shorter versions will run on ITV digital. It also includes print ads in the tabloid press, digital poster sites and online activity.
The media planning and buying is by Team UK Media.