February 2, 2015
The four UK largest gambling operators united in the Senet Group are showing the best examples of humour in their TV ad to make sure that they are ready to promote responsible gaming.
Coral, Paddy Power, William Hill and Ladbrokes, the Sente’s members, explain that they wanted to give a “serious” message with a “fun” premise. To ensure this, watch the online advert now.
The events in the ad take place in a betting shop where a young gambler is thinking about his next betting with his last money. He is disappointed with the previous bets. Before making the decision he is interrupted with a show. All the people present in the shop from the cashier to a joker appear in the 1970s hit “Black Betty” by Ram Jam. The event ends with the message “When the fun stops, stop” and the lights on the word “fun” are turning down.
The ad, composed by The Corner, is spread by the newspapers, Internet, radio and TV in the attempts to win the attention of 9.7 million users, and follows an initial run of print and online ads created before this one. The obligatory feature of all the ads is Gambleaware.co.uk as a sign offering help and support to those suffering from addiction.
Ron Finley, temporary executive of the Senet Group, commented, “The majority of gamblers play responsibly, but we stress the warning signs in our advert and offer real help for those who need support.”
This is the first campaign since the Senet Group was organized. Within the program of responsible gambling, the group also promises to keep the standards of responsible gambling – the fifth part of their shops’ window will be dedicated to notices about responsible gambling and keeping control.
The Group also realized their promise to appoint an independent standards commission and introduced Wanda Goldwag this week.