William Hill

Double Down

the brief

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’.

the idea

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!’.