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Creative

The Corner Sings 'Bad Betty' to Stop Bad Betting

staging.lbbonline.com, 2 years, 9 months ago

The Senet Group launches TV and radio campaign raising awareness of the potential risks of gambling

The Corner Sings 'Bad Betty' to Stop Bad Betting

This Friday will see the launch of a high impact new TV and radio campaign from the Senet Group, created by advertising agency The Corner, on the potential risks of gambling and the benefits of staying in control when betting online or in high street bookmakers. The £2m campaign from the Senet Group, the new gambling watchdog, is the first industry initiative of its kind in Britain.

Backed by four of Britain’s leading betting companies, William Hill, Ladbrokes, Coral and Paddy Power, Senet Group was set up in September 2014 to respond to public concerns about gambling and to promote responsible gambling standards.

The ads feature a young customer in a betting shop and a guy betting online at home. Both ads use the soundtrack of the 1970s’ hit Black Betty, by Ram Jam, with the words of the song changed to ‘bad betty’. The betting shop advert concludes with the message: “If you’re betting more than you can afford, it’s a bad betty, so pause for a moment and think again.” The final frame ends with the words, ‘WHEN THE FUN STOPS, STOP’, with the lights on the word “FUN” flickering out. The Senet Group campaign will run across TV, radio, newspaper and online with an audience reach of 9.7m. Advertising slots will include the commercial breaks around major televised sporting fixtures.


Wanda Goldwag, new Chair and Independent Standards Commissioner of the Senet Group said: “Gambling companies have a responsibility to the communities they serve and must protect the vulnerable, especially young people. We know young men are particularly susceptible to problem gambling and this campaign is designed to reach them in a compelling and engaging way.”

Ron Finlay, interim Chief Executive of the Senet Group said: “The vast majority of people who gamble enjoy it responsibly and safely. But some can slide into problem gambling. Our campaign highlights some of the warning signs and provides independent sources of advice for those who feel their gambling is getting out of control.”

Neil Simpson, founding partner at The Corner said: “Bad Betty is a campaign we believe will firmly lodge itself in the cultural consciousness of British gamblers. It’s an entertaining campaign but comes with a serious message that encourages people to reflect and keep a sense of control.”


Advertiser

Advertiser: The Senet Group

Creative Agency

Account Director: Kristie Thistlethwaite

Art Director: Piers O’Kelly

Copywriter: Liam Scott

Creative Agency: The Corner

Executive Creative Director: Tom Ewart

Managing Partner: Neil Simpson

Planner: Ollie Gilmore

Planning Director: Neil Hourston

Producer: Sam Holmes / Kristie Girvan

Media Agency

Media Agency: Rumour

Music and Sound

Audio Post Production: Greek Street Studios

Offline

Editor: Ben Harrex, Final Cut

Post Production / VFX

Post Production House: Electric Theatre

Producer: Matt Williams

Production Company

Director: Ian & Cooper

Producer: Hannah May / Margo Mars

Production Company: Prettybird

Category: Gambling , Sports and leisure