Recognized for his spontaneity and humorous reactions, he was chosen to portray the contradictory emotions that define the bettor’s experience. The main piece shows Certezas reacting to a goal with two distinct interpretations: one euphoric, when the result favors the bet, and another tense, when the scenario flips.
“The partnership with Pedro Certezas allowed us to convey, in a light and very genuine way, the emotional roller coaster of sports betting. The ‘LOVE/HATE’ campaign shows that joy and frustration go hand in hand, but the thrill of winning a bet is unique. That’s the feeling we want to place at the center of our communication,” says Diego Tagliaferro, project lead at Sportingbet.
The communication strategy brings together television, digital channels, social media, and out-of-home media, expanding Sportingbet’s presence across the main touchpoints with the sports audience and reinforcing that at the betting house, the excitement happens live. By highlighting fans’ genuine reactions, the brand underscores that no replay can reproduce the feeling of a successful bet.
“We live in this world and know that betting always walks a fine line between joy and frustration. We wanted to show that clearly in the campaign, using accessible language. That’s why we chose a sketch-inspired format, which fits perfectly with Pedro Certezas,” says Gustavo Zilles, COO of VOA.
The campaign was created by VOA and produced by Cosme. Media planning and placement are handled by DPZ.
Source: GMB
