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Betfred has released a TV ad as part of a new brand strategy, which is being backed by a £10 million marketing spend in the UK. BJL created the work, which shows a bored-looking man in a supermarket who starts betting on his mobile phone, only to have a mini-carnival form around him. The ad is aimed at getting punters to enjoy interacting with the brand on various platforms and will be shown on BSkyB and BT Sport. It was written by Steve Wilkes, art directed by Simon Hall and directed by Nick Jones through Madam. MediaCom handled the media strategy.