William Hill set to launch its new 360 ‘EPIC’ football marketing campaign on Saturday.


  • EPIC sporting anthem Sweet Caroline returns to its adverts
  • New EPIC advert shot at Loftus Road and features former England star Jermaine Jenas
  • EPIC campaign will be fully integrated across all the brand marketing communications channels
  • EPIC campaign focused is on elevating William Hill to becoming the number one football betting brand in its space.

William Hill, one of the leading betting brands in the world, launched its new integrated football campaign, ‘EPIC’, on Saturday. The new campaign premiered in the UK on Saturday afternoon with a new football advert (Insert youtube hyperlink) getting the ball rolling.

EPIC, a new strand of William Hill’s brand’s positioning, will explore the fantastic moments fans share and continue demonstrating the brand’s understanding of football culture.

The 360 campaign is aimed at utilising all the brand’s media and sponsorship assets to spark epic football conversations on social, digital, in-shop and across the wider football community.

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 hero TV advert was shot at QPR’s football stadium across three days and directed 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 brand’s new football campaign.

“We were thrilled with the work that Michel + Nico did on last season’s master campaign, and they clearly understand the look, tone and feel that we wanted to create and their ability to capture those nuanced moments within the friendship group that are centred on a love of football, is what drew us to get them back involved in EPIC.”, said Emery

The advert featured 160 extras, including William Hill ambassador and former England international Jermaine Jenas.

Jenas said, ‘It was exciting to be part of another epic TV ad from William Hill. I’m really looking forward to the season ahead and all the exciting initiatives William Hill have in store for sports fans like me.’

Another familiar feature returning to the new William Hill adverts is the epic Neil Diamond toe-taper Sweet Caroline. The iconic sporting anthem was brought into William Hill’s campaign ahead of the Euros and will continue getting football fans singing along when the new advert appears on their TVs.

The TV launch is just the start of the football campaign – with the brand set to replicate the same look and feel to all digital and social football content for what promises to be a genuinely EPIC football season.





William Hill started his business in 1934, travelling on a motorbike, taking bets in the local area of Birmingham. Continuing the innovative spirit of our founder, we have grown into an international and multi-brand business which, in 2022, was acquired by 888 Holdings plc, one of the world’s leading online betting and gaming companies


Brothers and former rugby players, Michel + Nico, hail from Biarritz, the rugby-loving South West of France. Having hung up their boots, Michel spent some time as a social worker and Nico as an architect before they began their directing journey. Their passion and ambition is what you’d come to expect from athletes. Their style is, in many ways, a reflection of their former lives... real, honest, sensitive and beautiful.

First practicing their craft through self-funded documentaries based around various sports, Michel + Nico taught themselves to film, light, edit, post, and animate their own work. Their ability to connect with real characters on-screen and a strong cinematic flair soon grabbed the attention of the advertising world and Red Bull was the first to recognise their talent picking up one of their documentaries. However, it wasn’t long before they were applying their new found skills to commercials.

Michel + Nico’s first commercial project for Gillette launched during the Six Nations, and featured British and Irish Lions star, George North. The film resonated much further than just the rugby community with such a clear demonstration of their talent under their belt, leading to work for brands such as Sky sport, BBC, Mercedes, Renault, SEAT, Lucozade, Underarmour and William Hill. They have also been shortlisted for the YDA at Cannes, British Arrows, Creative Circle, ACIP, Kinsale and Shots Awards.



DIRECTOR Michel & Nico C/O Merman






Head of Production Bumble Baker