"Never Ordinary"

16 August 2023

90s

Brush with greatness.

What if curling was the biggest sport in the world? That’s the premise of this superb Bet365 spot from agency Drummond Central and director Jack Driscoll, who turn the centuries-old game of stones and brooms into a modern phenomenon.

That means spectators on the edge of their seats, viewers glued to their screens, and more bodies on the streets than after a Stanley Cup victory. It's the dawn of a new Ice Age, so to speak, and everyone wants a chunk of it.

The world-building here is top-notch, as the sport comes to influence fashion, music, groceries, and society at large. No one will understand the actual rules of curling after this ninety-second epic, but that's what the 2026 Winter Olympics in Milan and Cortina d'Ampezzo are for.

It will be interesting to see what state gambling ads are in by then, as criticism of the sector mounts both at home and abroad. If brands like Bet365 are given the, erm, brush-off, they can still look back on this ad with fondness.

UK

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