The Senet Group, which is the unity of four leading bookmakers in the UK, reveals their sense of humour in the TV ads to promote responsible gambling and to ensure the public in their desire to play honestly.
A “serious” message is promoted alongside with a “fun” premise. This is how the group members – Coral, Paddy Power, William Hill and Ladbrokes- comment the advertisement. You are able to watch it online now.
The advertisement shows a betting shop and a young man is hesitating about his next stake after losing all the previous bets. He has only several pounds left. But before he makes his final step all the people present there from the cashier to a joker enter the 1970s hit “Black Betty” by Ram Jam. The advert finishes with the message “When the fun stops, stop” and the lights are turned down on the word “fun”.
The advert, designed by The Corner, is promoted by the radio, newspapers and the Internet, as the Senet wants to appeal to 9.7 million of users, and the ad follows an initial run of print and online ads that appeared before it. Gambleaware.co.uk is mentioned in all the adverts to attract those who are searching for help or just advice on the problem of addiction.
Ron Finley, transient executive of the Senet Group, explained. “A great number of gamblers control themselves and know about responsible gambling. Our ad is projected to point out the warning signs and offer help to those who suffer from addiction.”
This is the first campaign after the Senet Group was created in September. And to show their proactive position in the question of responsible action they offered to give the fifth of their windows’ space to the warning about responsible gaming and control.
They appointed Wanda Goldwag as an independent standards commission this week as it was promised.