William Hill explores the social side of gambling

In an attempt to move away from the aggressive, 'look at what you could win' nature of much betting advertising, 72andSunny Amsterdam's debut work for William Hill focuses on the social side of the activity.

Presenting us with a group of sports-loving pals who seem to be more interested in sharing bants than placing bets, It's Who You Play With showcases the digital side of the company's offerings with subtle effectiveness.

Charmingly presented by Somesuch's Bob Harlow, and with authentic performances throughout, not to mention the cool cross-cutting and split-screen techniques, this is a move in the right direction for a brand clearly trying to position itself for the future, as the industry becomes increasingly more digital and regulated.