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William Hill plays into friendly competition to kick off the new football season.

The 60-second spot follows a group of friends as they scrutinise their mate’s football bet via group chat. This is part of the brand’s effort to socialise betting as a positive opportunity to connect, in light of increased regulations in the industry.

Running across TV, social, digital, print and out of home, the work was directed by Bob Harlow through Somesuch.