- Brand - Betfair
- Spot - Ready?
- Music Title - Higher Ground
- Artist - TNGHT
- Master Rights - Warp Records
- Composer - Birchard, Pierre, Sealee
- Publisher - Warp Music, Kobalt, BMG
- Ad Agency - Lucky Generals
- Film Co - Serious Pictures
- Director - Walter Campbell
- Air Date - 7/8/16
Following its recent merger with Paddy Power, online bookmaker Betfair’s new Ready? TV campaign introduces a new level of sophistication to a sector normally noted for garish imagery and blokeish humour.
Directed by the same Walter Campbell responsible for Guinness’ epochal 1998 Surfer spot, it offers gritty glimpses of the harsh training regimes many athletes must undergo.
But the soundtrack – by TNGHT, Warp Records’ pairing of Glaswegian DJ/producer Hudson Mohawke and his Canadian counterpart Lunice Pierre – suggests that internet gambling companies still regard electronica as a safe bet.
According to Warp Licensing Manager Anna Jaskiewicz the commercial was still at story board stage when discussions began with ad agency Lucky Generals in May.
“They wanted something high octane to sum up the moment before an athlete walks out into their arena or a punter places a bet and the anticipation that follows,” she continues.
Mohawke (aka Ross Birchard) already has syncs to his credit for brads like Bacardi, Yo Sushi and Apple. He first teamed up with Pierre at SXSW in 2012 and, as TNGHT, went on to release an eponymous EP, featuring Higher Ground, and produce tracks on Kanye West’s Yeezus album.
Betfair’s campaign will run in UK and Europe until the New Year.