William Hill have launched a new advertising campaign featuring the unified World Heavyweight Champion (and William Hill brand ambassador), Anthony Joshua.
The one-minute black and white film features an impressive looking Joshua who knocks down his opponent before time freezes, allowing him time to walk - and indeed dance - around the arena, savouring the big moment before climbing back into the ring and resuming the fight.
For boxing fans, it’s a scene that perfectly encapsulates the career defining moment of Joshua’s 2017 title defence against Ukrainian heavyweight Wladimir Klitschko, when AJ unleashed an 11th round uppercut of such ferocity that the Ukrainian’s head genuinely looked as if it was heading for the Wembley rafters.
“I was delighted when William Hill asked me to be in their new advert. They are one of the biggest brands in the UK and it’s great to be part of the campaign,” said Joshua.
“I also hope the fans appreciate some of my dance moves,” he laughed.
It’s a solid but slightly surprising move for William Hill, as they look to appeal to new audiences away from the traditional bookies’ home of live football.
“The story emphasises how William Hill want all our customers to enjoy their betting with us and celebrate the moments while staying in control. We opted for black and white and a highly stylised creative to really separate this creative in tone and quality from the rest of the sector”, said Charlotte Emery, global brand and marketing director at William Hill.
The campaign will run for six weeks until Joshua’s world title defence on 1st June at Madison Square Garden.