• by Fern Siegel , Today

Bet365, the online betting company, has debuted its latest “Winning Is Everything” campaign.

The campaign is running onbroadcast channels, in-bar, CTV, OLV, and digital. It is comprised of two spots: "Hollow" and "Finish Line."

The goal is to get sport bettors to switch from other sportsbooks to bet365. The creative is by VML Seattle.

The brand's current positioning — “The Home of Winning Early” — features Early Payout, Early Bird Special and Early Cashout. 

Designed like a movie trailer, the spots reveal bettors who can't resist sharing their wins — wherever they are. The campaign continues an ongoing narrative: The the unbeatable urge to one-up the room with a great betting story.

Alice Mathias, know for her work on Netflix's "I Think You Should Leave With Tim Robinson" directed the ads.

Kyle Gracey, executive creative director, VML Seattle, told Agency Daily: “There’s an incredible amount of money and media weight fighting for attention in this category. If we’re going to ask someone for 30 seconds of their time and attention, we want to give them something back for it. That’s why we’ve been treating these spots more like entertainment than product demos. We aimed to build real characters. We fully committed to these cinematic worlds. In the end, we just wanted to make something you’d still want to watch, even if you weren’t being advertised to.”

The company takes wagers on an array of sports — from the U.S. Open to the NFL to the WNBA. 

VML Seattle creative work includes Takis, Little League, Coca-Cola and Tennessee Tourism.