Roy Keane is one of several sports stars to feature in the latest campaign for Sky Bet’s top-rated app. Created by Who Wot Why, the sixty-second spot, which breaks on shows Roy Keane dealing with a host of obstacles on his way to a football match.
In the new ad he gives a selfie seeker short shrift in homage to Peter Crouch, dodges a half and half scarf seller and cuts short Sky Sports presenter Laura Woods.
Jeff Stelling is also dealt with in typical Roy fashion and he’s even stopped by a waitress who cheekily offers him a prawn sandwich; an homage to Roy’s famous tirade at corporate box fans at Manchester United who he dubbed ‘the prawn sandwich brigade’.
As Roy gets to his seat as the ref blows the whistle for the start of the game, his view is blocked by none other than co-presenter and friendly nemesis Micah Richards. It’s a cheeky and irreverent concept carried off with aplomb and we were lucky enough to go #BehindTheIdea on it with Who Wot Why founder, Ben Walker.
What was the brief?
To demonstrate the seamlessness of the app
How did the initial pitch/brainstorming phase go?
It’s always a team effort between Sky Bet and Who Wot Why. We map out plans from an early stage and this was no different. As a script it was always well liked and once we got Roy Keane over the line it was all systems go.
What was the process behind ideating the concept?
The question is how to tell a dry product story in a way that sports fans will emotionally connect with.
What was the production process like?
We have a wonderful relationship with Jim Gilchrist and Outsider and we work very closely with them. It means there are no surprises or panics. We can plan well ahead for the best possible film. There are always hitches when dealing with multiple top talent but Jim thinks very smart around those problems and what should be a shoot fraught with tension ends up being a lot of fun.
What was the biggest challenge during production? How did you overcome it?
Getting talent available on the same day is always tricky so we have to think round that if they are interacting with each other. Careful planning is always the answer. Covid scuppered us for a while too but the days weren’t wasted. When that happens we think on our feet and get what we can done.
What kit/tools/software were used to create the project?
Nothing out of the ordinary on this one. Just good story telling.
What is one funny or notable thing that happened during production?
Roy was a joy to work with as are Micah, Laura and Jeff. They have time for everyone and are fully engaged. It makes life so much easier and much more fun.
What’s the main message of this project and why does it matter?
The rational message is that Sky Bet has a great app which allows you to enjoy the sport. Floating somewhere above that is the idea that Sky Bet are first and foremost Sports fans. Then there’s the creative message - nothing should get in the way of enjoying sport and we welcome the addition of Roy Keane to the stable to tell that story. Roy is an absolute legend and we’re chuffed to be working with him.
How long did it take from inception to delivery?
Hard to say because the script itself was written some time before we finally shot but the production process was about 10 weeks.
What do you hope it achieves for the brand?
We want people who don’t automatically think of Sky Bet when it comes to betting to consider them.
Credit list for the work?
Who Wot Why:
Creative Director - Ben Walker
Client Partner - Charles Faircloth
Account Director - Amy Villis
Agency Producer - Alex Coughlin
Sky Bet team:
Head of Marketing - Ross Sewley
Senior Creative Project Manager - Richard Duke
Lead Creative - Mark Forster
Creative Project Manager - Nat Wareham
Senior Producer - Holly Liddell
Brand Manager - Bradley Lewis Hill
Lead Designer - Jamie Webster
Head of Creative Strategy - Andrew Mook
Outsider team:
Director/Production Co - Jim Gilchrist
Producer - Tex Travi
