Operator William Hill is to release a new safer gambling advert as part of the relaunch of its core brand, which includes a new TV campaign.
Earlier this year, William Hill, along with various other companies, pledged to use 20 percent of its advertising time to raise awareness of safer gambling, including making people aware of tools such as deposit limits and waiting times.
"As a responsible operator, we understand the importance of safer gambling and hope that the new safer gambling creation will encourage customers to use our products safely," she said Charlotte Emery, brand director at William Hill .
The new ad comes ahead of the European Championships next month and is meant to celebrate the "unique differences of each nation" .
In addition to the safer gambling ad, William Hill is to launch another TV commercial that reportedly fits with the new brand positioning.
Set to celebrate " the close bonds of friends and shared passion for sport and games " , the new UK TV campaign will recognise the return of people who can share moments in an "authentic and relatable way".
"We are excited to launch this new campaign and major launch of our iconic global brand," - Emery added.
"William Hill is a brand that is loved and respected around the world and it was very important for us to unite our global brand under one identity.
The UK ad features a series of real friends enjoying life and sport, and celebrates the memorable moments they share. It also features William Hill ambassadors Sir AP McCoy , Jermaine Jenas , Rio Ferdinand i Robbie Savage enjoy these fun moments with fans .
"I've been with William Hill for over 12 years. It's a great company to work with, and it was magic being in a commercial with my buddies, Rio, AP and Jermaine," expressed Savage.
The ad includes a piece of music that transcends generations, nationalities and sports, Neil Diamond written and composed 'Sweet Carolina'.
Explaining the use of Sweet Caroline, Emery noted: "We wanted to create an iconic sports song for a commercial and were thrilled to get 'Sweet Caroline'. It's a song that spontaneously collects friends singing together. It was the perfect song for our campaign. "
The new ad was shot across 16 in London in April and was directed and brought to life by Nico and Michel Arribehaute. The former professional rugby playing brothers have previously worked on campaigns for Renault, Lucozade and Under Armour.
"We were delighted with the passion and drive that Nico and Michel brought to the project. The fact that they played rugby professionally gave them a unique understanding of the passion of the sport. I am delighted with the results. They managed to get things done ". Emery concluded.