Boylesports hails the weather

With the Premier League season under way and the Rugby World Cup in full flow, Ireland’s largest independent bookmaker, Boylesports, has launched a new campaign.

Called Don’t Just Bet. Choose Wisely - Rain, the 60-second commercial highlights the many variables behind every sporting outcome, and why those looking to place a bet should consider them in order to make informed decisions.   

Created by Above+Beyond London and directed by the agency's CCO, Dom Goldman, through Collective Studios, the film highlights the unpredictable nature of sport and how the elements - in this instance, rain - can impact what happens. Choosing wisely, Boylesports tells us, is about considering everything, even the weather. 

The campaign dramatises the impact of rain and shows how, when it comes to great sporting events, rain doesn’t care. To some, rain is a positive, for others it’s a nightmare. So, while rain might not care, the person placing the bet should.  

“The sports betting category is awash with laddish tropes, but betting on the sport we love is so much more than this stereotype," said Goldman. "Through this new ‘Choose Wisely’ lens, we celebrate the uncertainty of sport and the need for careful consideration in order to choose wisely. This ad is an ode to rain – an unusual sporting angle on the impact atrocious weather plays and rain’s indifference to the outcome. While we can’t change the weather, we can, in our choices, influence the final outcome."