William Hill’s new ‘Double Down’ product empowers punters with the ability to double their pre-race bet during the run at pre-race odds. It’s a world first, and to launch such a game changing product we were asked to make ‘the most exciting betting ad ever’.
So that’s what we did. To bring the excitement of Double Down to life, we took a punter sitting on a couch in a crappy old tote and sent him flying around a race track at 50km/h. On the couch. (And yes, to achieve this we really did rig a couch and take it around a race track at full speed. With horses.) We also embedded a piece of language that punters would resonate with, so from now on when you win with Double Down, it’s not ‘Bang!’, it’s ‘Bang Bang!’.