Sex Pistols soundtrack William Hill ad

William Hill is launching a direct response television ad that will be accompanied by the Sex Pistols track, Pretty Vacant.

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here