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7 June 2021

It don't seem so lonely.

by Andrew MacGregor


William Hill Betting: “Brotherhood” - 90s

Keen to portray gambling as a social activity rather than a solitary one, William Hill present this lively 90" commercial from directors Michel+Nico. Backed by Neil Diamond's 'Sweet Caroline', the ad reacquaints viewers with bustling pubs, barbershops, and sports events that have been largely dormant since March 2020.

The inclusion of horseracing may irk some viewers, particularly those affected by the Cheltenham Festival/Covid-19 fiasco. Yet the majority of outgoing sports fans will be swept along by the ad's jovial atmosphere, time-honoured soundtrack, and restrained celebrity cameos. We didn't even have to mute Robbie Savage.


Film Production: Merman Ⓟ Ⓦ
Director: Michel + Nico Ⓟ Ⓦ
Producer: Luke Goodrum
Executive Producer: Spencer Dodd
1st AD: Julian Richards
Cinematographer: Jaime Feliu Torres
Production Designer: Joseph Bennett
Editor: Billy Mead Ⓦ @ tenthree Ⓟ Ⓦ
Offline Producer: Rachel Goodger
Sound Designer: Dan Beckwith / James Utting @ Factory Ⓟ Ⓦ
Audio Producer: Lou Allen / Lucy Spong
Music: Sweet Caroline - Neil Diamond

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