Betway, the global betting site, is launching a new advertising campaign created by Above+Beyond. The work is the second campaign by the agency under the “For the Love of the Game” platform which breaks with category conventions and takes a lead from the golden age of cinema to connect with audience culture and behaviour.

The campaign, which breaks on August 6, features 30 second TV commercials, as well as online video adverts in multiple time lengths; digital and press ads.

Above+Beyond has infused the campaign with a distinct tone of voice that reflects the “For the Love of the Game” positioning by emphasising that when the game’s on, especially if you have money on it, then everything else is just a distraction.

The campaign, which features two main storylines, ‘Temple’ and ‘Lair’, was produced using Above+Beyond’s Modular approach. With Modular, multiple storyline variants are tightly plotted and shot to create a highly flexible, rapidly deployable toolkit that can be combined to create a large number of distinct narratives and different communication needs throughout a campaign’s lifecycle.

The campaign was delivered by some of the leading talent in the filmmaking world. Hanna Maria Heidrich, the director of the ads, is one of the hottest directors breaking into the UK, following her work on acclaimed campaigns for Trivago and Stella Artois.

Tim Maurice-Jones, the director of photography, was Guy Ritchie’s DOP on films including Sherlock Holmes and Snatch, as well as Kick-Ass 2 and The Woman In Black.

Marketa Korinkova, the set designer on Casino Royale and The Chronicles of Narnia among others, used techniques honed on Hollywood sets to create the Temple and Lair interiors in the Betway films.

Continuing the ‘golden age of Hollywood’ theme, the adverts’ special effects were largely shot “in camera” rather than relying on Computer Graphics, to give scale and physicality to the action.