Rio Ferdinand, Robbie Savage and Jermaine Jenas star in new William Hill TV ad

Rio Ferdinand, Robbie Savage and Jermaine Jenas team up with William Hill for new TV ad ahead of Euro 2020

Betting giant William Hill is celebrating the ‘sweet success’ of its latest star-studded advertising campaign which celebrates the UK’s passion for sport.

The advert highlights the special moments that friends enjoy through a shared love of major sporting events – all set to the sound of the classic Neil Diamond track ‘Sweet Caroline’.

Fans see it as particularly poignant because it shows people meeting up in places like pubs and cafes as the UK emerges from coronavirus restrictions.

The 90-second ad has become a favourite of Britain’s sporting fans who can’t helping singing or humming along to Neil Diamond’s catchy 1970 hit. 

It shows a series of vignettes of real friends enjoying life and sport and celebrating the unforgettable moments they share.

The ad showcases several William Hill ambassadors including legendary jockey Sir AP McCoy giving a horse racing tip to stunned fans in a café.

Rio Ferdinand features in William Hill’s new advert as he watches football in the pub with fans

Former soccer stars and football pundits Jermaine Jenas and Robbie Savage are seen joining in a game of table football.

Fellow ambassador Rio Ferdinand is even featured celebrating with fans watching a televised football match in a pub.

Other scenes show a well dressed crowd heading by coach to a day at the races, and darts lovers in fancy dress penguins suits jumping on a train to a tournament.

Ordinary sporting fans are featured using the William Hill app and joining in the singing of the Neil Diamond hit which has become an all time feel good classic since its release.

Robbie Savage stars in the William Hill advert

Robbie Savage stars in the William Hill advert

The advert, marking a brand relaunch for William Hill, was filmed across 16 locations in London in April and was directed and brought to life by former rugby player brothers Nico and Michel Arribehaute.

The French brothers have previously worked on campaigns for Renault, Lucozade and Under Armour.

Charlotte Emery, the Chief Brand Officer at William Hill, said that the song ‘Sweet Caroline’ which has long been a favourite of sports fans was chosen as it ‘transcends generations, nationalities and sport’.

She said: ‘We wanted an iconic sporting song for the advert, and we were delighted to be able to get ‘Sweet Caroline’. It is a song that spontaneously gets friends singing together. It was the perfect song for our campaign.

‘We were delighted with the passion and drive that Nico and Michel brought to the project.

‘The fact they played rugby professionally gave them a unique understanding of the passion of sport. I am thrilled with the results. They nailed the brief.’

Robbie Savage also told how happy he was with the advert.

He said: ‘I have been with William Hill for over 12 years. They are a great company to work with, and it was magic being in the advert with my mates Rio, AP and Jermaine.’

The bookies advert celebrates people getting back together for sporting events this summer

The bookies advert celebrates people getting back together for sporting events this summer

Ms Emery added: ‘We are excited about the launch of the new campaign and the master launch of our iconic global brand.

‘William Hill is a brand that is loved and respected across the world, and it was really important for us to unify our global brand under one single identity.’

The firm which was founded in 1934 and employs 12,000 people in nine countries has also launched a new safer gambling advert as part of its campaign to relaunch its master brand.

William Hill and other firms committed earlier this year to using 20% of their advertising slots to raise awareness of safer gambling, including making people aware of tools such as deposit limits and time outs.

Ms Emery added: ‘As a responsible operator, we understand the importance of safer gambling, and we hope the new safer gambling creative will encourage customers to enjoy our products safely.’