The fellowship of fans

Grown men running about dressed as penguins, gaggles of lasses in their best hats yelling at horses, laddish larks on the way to the game, bouncing around with strangers in a hot pub gasping at the VAR and roaring at the results. That’s what it’s all about. 

Titled Brotherhood, the betting giant’s TVC, directed by Michel + Nico and produced by Merman London, is a heartwarming celebration of the camaraderie that sport and gaming bring about; something that is even more welcome after a long hard year of isolation.

Set to the rousing strains of Neil Diamond’s Sweet Caroline – a song specifically designed for bellowing en masse – it comprises a series of vignettes of real friends enjoying a variety of games, matches and build-ups to events together. 

It also features William Hill ambassadors Sir AP McCoy, Jermaine Jenas, Rio Ferdinand and Robbie Savage getting stuck in with fans. “We were delighted with the drive that Nico and Michel brought to the project. The fact they played rugby professionally gave them a unique understanding of the passion of sport,” said Charlotte Emery, Chief Brand Officer at William Hill.

The directors commented: “When we first received the script it was kind of lovely to read something with so many people in it, in seemingly normal circumstances. And it’s refreshing to see a sports ad that focuses on the people that matter here – the fans. After all what is sport without the fans?” 

Launched during the Champions League Final it will be running on TV and various media channels throughout Europe.