The start of the 2024-25 Premier League also marked the launch of Bet365’s global Breaking News campaign, with the marathon-winning Fridge Man making his debut in Bet365’s new brand advert, ahead of kick-off in the Premier League opener between Manchester United and Fulham.

In the campaign, every sports fan’s dream comes true when a flurry of freakish sporting moments all happen at the same time, on the same day. Breaking News is a continuation of the Never Ordinary brand platform, first launched last August by Bet365 and Creative Agency Partner, Drummond Central.

In a series of unbelievable occurrences, the creative execution of Breaking News elevates the existing Never Ordinary global brand campaign as thrilling celebrations fill the screen, confirming again that every moment in sport is epic with Bet365.

With a sports news network at the centre of the campaign, watch as news anchors cover an array of extraordinary sporting moments across a day. From a football player scoring a goal from hanging off the spider cam, a tennis player returning the ball from row six, all the way to a man with a fridge on his back winning a marathon. The spot places these Never Ordinary moments within a live, in-play world, perfectly showcasing what Bet365 is best known for.

Chloe Shrubb, Bet365’s global head of brand marketing, commented: “Bet365 is back with Never Ordinary and, this year, the challenge is even greater. We’ve got a hard act to follow from last year’s successful campaign and it’s only the second year of a very different and evolving direction for Bet365. I’m really excited about this creative, it’s a beautifully simple idea that really articulates how Bet365 elevates moments. We are absolutely unique, standout and we’re Never Ordinary.”

Drummond Central creative director, Kevin Lynn, said: “Part of the brief for this year’s campaign was simple, make it a blockbuster, and that’s what we did. We needed a creative execution to showcase incredible sporting moments happening all around the world and what better way to do it than with our very own news channel? Wild moment after wild moment brought to you as they happen, which perfectly encapsulates that whatever the moment, it’s Never Ordinary at Bet365.”

Created by Bet365 in partnership with Drummond Central, the brand advertisement was filmed on location and in-studio over 21 shoot days. The 60-second cinematic introduction to Breaking News was directed by Academy’s Jack Driscoll, produced by Tom Cartwright, with Selected Works bringing the action to life with stunning post-shoot VFX.

The creative platform of Never Ordinary has always been more than just a TV advert for Bet365, and Breaking News will again be brought to life through multiple touchpoints. The campaign will span linear TV, VOD, out of home, audio, print and digital, with UK media planning and buying by Republic of Media. Breaking News will run above the line in multiple territories across 2024-25, including the US, Mexico, Australia and other European countries.

Bet365 are also proud to incorporate responsible gambling into the new Breaking News creative platform. We will continue with our PLAY SAFE | Bet365 campaign and have produced a standalone advert within the Breaking News environment to fully support our responsible gambling message.