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Betfair has launched an integrated campaign for its Daily Rewards customer loyalty offering, by Pablo.

Directed by Sye Allen through MindsEye, two 30-second TV spots (the version here is the director's cut) show days-of-the-week socks coming to life with the voiceover "any day can be a big deal".

The creative team at Pablo was Phillip Meyler and Darren Keff.

Post-production was by Coffee & TV and sound by Bark Soho. The campaign is split between football and horse racing, and the two TV ads are complemented by radio, social media and digital activity.