Straight to the point… SBK debuts fully AI advert
The Tenth Man marketing agency has created a fully AI ad campaign for sports betting operator SBK, with slogan: "betting without the bull****."
Key points:
– SBK launch a fully AI ad
– The ad was conceived, designed and produced with AI by The Tenth Man, a marketing agency
– Ad has been targeted to coincide with the new Premier League Season
Smarkets-owned SBK has followed in Kalshi’s footsteps by launching a new ad campaign created by artificial intelligence.
The campaign, with its slogan, “betting without the bull****,” promotes the brand’s self-proclaimed no-gimmick approach to betting, and the economical manner of production aligns with a philosophy of efficiency over frills.
The ad was created by Tenth Man, an agency founded by Ken Robertson, former Advertising Director at Paddy Power.
His Dublin-based agency has offices in London and has worked with many domestic and international clients, employing the same provocative marketing style that Paddy Power pioneered during Robertson’s spell with the company.
Robertson, who is also the CEO of The Tenth Man, said: “We wanted to show what happens when you ditch the overblown nonsense and get to the point in both the message and the production. This isn’t AI for the sake of it. It’s AI used to push creative boundaries and get a bold idea into the world faster than the old rules allow.”
SBK’s new advert features a bull crashing through the wall of a generic betting shop and destroying a row of slot machines offering ‘free spins.’
Good to know: The Kalshi ad that ran during the NBA Finals was created with Google’s Veo 3 video model and, according to its director, PJ Accetturo, it took just two days to complete from prompt to final product
It also promotes a feature whereby SBK will inform players when the operator is offering the best odds and when it is not.
Adam Baylis, Marketing Director at SBK, summed up the campaign, saying: “At SBK, we’ve always stood for fairness, transparency, and the best odds in the market. ‘Betting without the bullshit’ says exactly that; no gimmicks, no spin as well as a subtle nod to our roots in finance.”
The advert is currently live across SBK’s digital and social platforms, while further placements will be strategically placed to coincide with Premier League broadcasts.
SBK’s football betting focus has been apparent in recent deals establishing it as an official betting partner for both Huddersfield Town FC and Bradford City FC.
Smarkets CEO Jason Trost joined us on the Huddle last year.
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