William Hill celebrates a new season of football and friendship with an EPIC TV campaign


The new UK TV campaign celebrates the close bonds of friends and memories they make through their shared passion for football.  

William Hill’s EPIC new campaign went live this weekend ahead of the Community Shield match-up between Premier League arch-rivals, Manchester City and Liverpool. If you were tuned into ITV during the pre-game build-up, you would’ve have seen our new EPIC TV ad playout for the first time.

Charlotte Emery, Chief Brand Officer at William Hill, said, “We want to be famous for football. And with the unprecedented football season ahead, featuring the first ever winter World Cup, and the huge growth in Women’s football thanks to the success of Women’s Euros in England, we’ve got new opportunities and unchartered waters.”

Our new integrated 360 campaign EPIC transcends borders and is tailored for each of our international territories. We believe EPIC will help us demonstrate our passion for football to our current and potential customers – and help them understand our outstanding value proposition in the football space.“ 

The new advert was filmed at QPR’s football stadium across three days, and was brought to life by Nico and Michel Arribehaute. The brothers previously worked on William Hill’s highly commended 2021 campaign, and it was no surprise the duo were invited back in for the latest football campaign.

With this campaign, the storytelling has been simplified to land shorter and sharper vignettes, which capture real and relatable experiences, portraying banter between friends that the audience can truly connect with.

Take a look at our Brand 30 advert below: