Betfair Casino’s beloved showman Brett Flair makes a triumphant return in a campaign that’s bigger, bolder, and armed with a full-on 90s boy band flair.

In this exclusive interview, we sit down with Pablo London’s Executive Creative Director Tim Snape and Strategy Director Chris Turner to discover the creative sparks and collaborative energy that turned a nostalgic music video concept into an unforgettable ode to new games—and responsible play.

From epic dance moves to explosive set pieces, find out how the “Home of New Games” brought Brett Flair back in style, fuelling excitement for Betfair Casino’s ever-evolving lineup.

What was the brief?

After the phenomenal success of the Brett Flair campaign in 2022, we were over the moon when Betfair Casino asked us to develop its next chapter. Our four-year partnership with Betfair has only grown stronger, and this brief offered the perfect opportunity to push the boundaries once again.

The challenge was clear: build on the campaign's strong foundation to reinforce Betfair Casino as the ultimate destination for exciting new games. Our goal was to entice players to step out of their comfort zones, try something new, and embrace variety in their gameplay.

A key addition to this campaign was incorporating the important message of responsible play. We introduced the Gaming Time Check tool, a feature designed to help players maintain balance and control while still having fun—a perfect harmony of excitement and responsibility.

How did the initial pitch/brainstorming phase go?

In the competitive and commoditised casino space, it’s crucial to create campaigns that truly stand out. Brett Flair gave Betfair a unique, memorable brand voice, and this installment was all about taking his charm to the next level.

The first question was, "How do we make Brett Flair bigger, bolder, and even more entertaining?" The answer: boy bands. By leaning into the 90s music nostalgia that struck such a chord last time, we knew Brett needed a band—each member representing a new game. Cue choreographed dance moves, iconic ballads, and all the hilarious tropes of 90s pop stardom.

From the first pitch to clients, the energy around the next iteration was palpable. We hit the ground running with a collaborative dialogue that sparked ambition and creativity. Everyone knew we had a potential boyband hit on our hands, and that enthusiasm set the tone for the entire project.

What was the process behind ideating the concept?

After the great success of Brett Flair’s first outing, we knew the character would stay. This time though, instead of focusing on one product, we needed to show off a bunch of new games. Knowing the 90’s music was a hit, we wanted to build on that and really dig into the 90’s boyband culture this time - which fit really well with introducing Brett’s new band mates, each representing a new game. We also just really wanted to make a music video with Brett!

We knew we had to stay true to Brett Flair’s character while expanding his world. The idea of introducing a band fit perfectly—each boyband member brought a new game to life, blending personality, nostalgia, and humor.

Diving into 90s boy band culture was a joy. We studied their quirks, from the smoldering looks to the over-the-top choreography, ensuring every detail was spot-on. And honestly, who wouldn’t want to make a 90s boyband music video with our very own Brett? It was a dream come true.

What was the production process like?

The production was pure fun, start to finish. Working with director Louis Bhose and Agile Films was a dream—they shared our vision and added their own passion and flair. Louis, known for his vibrant music videos, brought an infectious energy to the set  with a collaborative spirit and can-do attitude that continued the journey we had already been on with the client.

Together, we dissected 90s music videos, pinpointing iconic editing techniques, lighting styles, and moves that made the era so unforgettable. The attention to detail was meticulous, ensuring every frame felt dynamic, nostalgic, and uniquely Brett Flair.

What was the biggest challenge during production? How did you overcome it?

Creating a believable 90s boy band was a challenge we embraced with open arms. Casting was like playing Simon Cowell, sifting through dancing, singing, and acting auditions to find the perfect mix of personalities—each fitting a classic boyband archetype, but still cohesive as a group.

On set, lifting Brett for the grand finale posed another challenge. To achieve the illusion of Brett soaring into the air, we rigged him to the actual JCB, which required precision and creativity. With a harness, an assistant holding on to Brett’s legs, and a licensed driver, we pulled off a bit of movie magic for that grand finale.

What kit/tools/software were used to create the project?

We pulled out all the stops to make this campaign feel authentic. From Scorpio techno cranes for sweeping music-video shots to hydraulic dollies and SFX for Brett’s dramatic entrance out of a manhole cover, every tool had a role in creating that high-energy 90s vibe.

Special effects were integral too—rigging a manhole cover to “explode” and carefully compositing smoke and lighting effects added just the right touch of drama.

What is one funny or notable thing that happened during production?

The shoot day was filled with some very funny and entertaining moments, but one of the most unforgettable was when the crew invited some of us to appear as extras in the final shot. We had an absolute blast dashing into frame with our fan signs, fully embracing the role of enthusiastic fans. It was a playful and memorable highlight of the day!

What’s the main message of this project and why does it matter?

7% of UK online casino revenue comes from slot games, outpacing both table games and live casino. And nearly a third of Betfair’s overall player volume comes from games launched within the last year.

This campaign celebrates Betfair Casino as a place for discovery, excitement, and fun. With more new games launching every week than anywhere else, we wanted to inspire players to explore beyond their usual favourites and celebrate Betfair Casino as the Home of New Games.

By pairing that message with entertainment and humour, we’re differentiating Betfair from a very competitive market and showing players that there’s always something fresh to enjoy—delivered responsibly, of course.

How long did it take from inception to delivery?

It took approximately six months from concept to launch.

Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?

The creative spark or inspiration behind the initial concept was directed by the previous track used in the last commercial; Backstreet Boys “I Want It That Way”. Being a 90s boyband number and with the huge success of the previous commercial, we thought it would be only natural that Brett Flair would appear this time with a whole boy band.

This answered the brief perfectly, with each boy band member representing a new game. Plus there was a lot of fun deciding on the different boy band personalities, from the cool and slick to the shy and cheeky. Something for Everyboddyyyy.

How did you ensure that the concept aligned with the brand's values, goals, and target audience?

Betfair Casino has always been about pure entertainment and bringing a little bit of a fun to your day by offering variety and encouraging playful exploration. This campaign continues in that tradition.

Brett Flair is the ultimate brand ambassador for fun and variety keeping us true to the brand’s mission while amplifying its appeal with 90s nostalgic hits that our audience grew up listening to. Coupling this with a safer gambling message also reinforces our commitment to promoting safer and more responsible play.

Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?

Yes, we had some funny and surreal alternative concepts, such as Brett walking out of the ocean and singing to sunburned Brits on the beach, or driving down a high street at night in a swanky yellow van, with shop signs glowing like Vegas lights.

However, the boy band approach proved to be the simplest and most exciting way to communicate our message of new games. It also felt like a natural progression from Brett’s solo performance—this time, he’d be singing another '90s boy band hit, but with his very own boy band.

Can you discuss any collaborative or interdisciplinary aspects of the ideation process, such as working with other departments or external partners?

At Pablo, we have a firm belief that the best work comes from getting our collective shoulders behind the work and, as a result, like to foster strong collaboration across all disciplines throughout the end-to-end process. We think it’s really important to build together and believe ultimately this sets the conditions for great work to be made.

In classic Pablo spirit, our Executive Creative Director, Tim Snape, was involved from the very beginning of the project — working closely with our strategists, Oliver Edridge and Chris Turner, to shape the creative brief and brainstorm springboards that ignited the ideation phase. This close-knit teamwork was key to bringing our vision to life.

What role did consumer research or market analysis play in shaping the concept and its execution?

We were lucky to start from a great position, as the first iteration of Brett Flair had tested extremely well with audiences and provided valuable insights for our next steps. Brett proved to be a highly entertaining brand character for Betfair Casino, with brand retention increasing by 77% following the initial campaign.

We also struck gold with our music choice, "I Want It That Way," which resonated with our target audience due to the nostalgia of the '90s boy band hit. Additionally, the diverse casting of our market stall crowd further appealed to our market.

We built on these findings by sticking with a 90’s boy band hit, switching up the song to diversify Brett’s catalogue, and adding more entertainment into the mix in the form of his fellow band mates as personified games. Ultimately this was all wrapped up in a clear single-minded message that Betfair Casino is the home of new games, but delivering that in an entertaining way.

Can you discuss any unique or unconventional production techniques or approaches used to bring the idea to life?

Perhaps using the actual JCB to lift Brett, rather than getting another crane.

We wanted this to feel like a music video from the 90s, so everything we did in production was trying to go back in time to those boy band music videos we all know and love, paying homage to them while playing into the humour and parody of the characters and market situation.

Everything we did from the fisherman being splashed with water or the greek god hitting a high note was all in the world of boy bands. Plus in post-production it was great to play with the saturation, lighting and colours while adding grain to get that old school filmic effect brilliantly done by Matthieu at Company 3.

How did you ensure that the concept remained innovative and stood out in a crowded marketplace?

By owning the 90’s boy band space, and making our ad look like a genuine music video by working with a great music video director (who directed Lewis Capaldi’s music videos) a talented choreographer, and great sound design, we ensured that we stayed away from the very addy world of gambling ads and created a market stall that literally stands out in the marketplace.

What do you hope it achieves for the brand?

We want our second album to outshine our first, delivering more joy, humour, and standout moments and creating greater recognition for Betfair vs our competitors. Our ultimate goal is to solidify Betfair Casino’s reputation as the go-to destination for new games.

Credit list for the work?

Executive Creative Director: Tim Snape

Creatives: Dan Scott and Bex Conyngham-Hynes

Planning Director: Chris Turner

Planner: Oliver Edridge

Joint Managing Director: Harriet Knight

Senior Account Director: Charlotte Johnson

Senior Account Manager: Phoebe Snelson-Chiffers

Project Director: Kelly Watts

Project Executive - Emily Rutledge

Head of TV Production: Tom Moxham

TV Producer: Rebecca Forrester