Everyone Is Naked in This Canadian Betting Ad

You know what they say about how to relax when facing a stressful situation: Just picture everyone else naked. One Twenty Three West worked with BCLC’s PlayNow Sports to tap into this saying for a new campaign addressing the sometimes murky, in-your-face world of sports betting.

“Sports betting commercials are a sea of same,” says One Twenty Three West creative director Kate Roland. “They’re flashy, loud, and often not super clear - who am I betting with? Where’s my money going? We wanted to turn that intimidation factor on its head and lighten up the experience. With PlayNow Sports, there’s nothing to hide. You can just focus on enjoying the game.”

The 'Picture Them Naked' spot shows football, hockey, and soccer through the eyes of potential sports bettors, doing just as the saying suggests: picturing everyone naked. The tone is light-hearted rather than the swagger that tends to define the category.

“As British Columbia’s only legal sports-betting site, PlayNow Sports gives a certain peace of mind that other betting sites just can’t offer,” says Jessica Bieniasz, senior specialist, sports brand and advertising, BCLC at PlayNow Sports. “Our goal is to reduce intimidation on all fronts, so that people can get into the fun of the game. Not only are we B.C.’s home for safe and secure sports betting, we want to make it easier to learn your way around all the jargon and how to bet.”

The campaign launched this month and continues through the fall on TV, online, and across social channels.