The ad, which is set to launch with the start of the UEFA Champions League group stages, is part of William Hill’s strategy to deepen its association with football and betting opportunities, such as 100 ways to bet in-play. The ad has been devised by The Bank.
The TV ad will be supported by radio and will run across ITV channels, ITV4, Sky, ESPN, Five.
Ian Cassie, executive creative director of The Bank says: “What we wanted to achieve was a direct response ad that stood out by mixing a blend of the classic and the contemporary – featuring an iconic band like the Sex Pistols demonstrates what an iconic brand William Hill has always been”.
To support the campaign, William Hill has given each member of the Sex Pistols, a £500 charity bet where any winnings will go to a charity of their choice.