Betfair have a new mascot – Brett Flair. Described as a captivating fusion of Del Boy’s charm and the Vegas showmanship of the Backstreet Boys, this quirky character is Betfair’s attempt to revamp the brand’s marketing efforts in light of the recent changes to advertising rules.
The changes in question relate to the new stricter guidelines on gambling advertising. The Committee for Advertising Practice (CAP) has enforced new rules that prohibit the use of marketing with “strong appeal to under 18-year-olds or [could] be associated with youth culture.” This includes the use of celebrities, video game imagery, and animals – elements that had previously been staples of many gambling campaigns.
Faced with this challenge, Betfair Casino recognized the need to adapt its marketing strategy. The brand’s longtime agency partner, Pablo, was tasked with developing a compliant replacement for its existing dog-themed branding. The result? The birth of Brett Flair, a character that pays homage to the iconic British sitcom character Del Boy, while infusing a touch of Las Vegas showmanship.
Introducing the Charismatic Brett Flair
Betfair’s description of Brett Flair paints a vivid picture: “Imagine if a British market stall seller had a baby with the greatest Vegas performer of all time, then that offspring would be Brett Flair.” Born and bred on the streets of Camden, the character is decked out in a sheepskin coat and gold medallion, exuding a sense of flamboyance and flair.
Betfair’s goal with Brett is to “bring a bit of flair to your everyday life.” This sentiment is reflected in the character’s debut advertising campaign, which features two 30-second TV spots promoting the slot games Spin Til you Win and Prize Pinball Jackpot.
The ads showcase Brett Flair’s musical talents, as he performs his own spin on the Backstreet Boys’ classic hit “I Want It That Way.” With lyrics that incorporate Betfair’s offerings, the jingle seeks to to capture the attention of viewers and stick in their minds.
Navigating Regulatory Challenges
Pablo’s strategy director, Chris Turner, acknowledges the challenge of “navigating the choppy waters of tighter restrictions” while still developing campaigns that capture the audience’s attention. The agency’s responsibility was to help Betfair Casino stand out in a crowded market, despite the evolving regulatory environment.
By creating an ownable asset in the form of Brett Flair, Betfair is trying to establish a unique and recognizable brand identity that sets it apart from its competitors. This move is a strategic one, as the character’s distinct personality and narrative can be further developed and integrated across various marketing initiatives.
The response has been mixed. The adverts certainly rely on a catchy, familiar tune from their target audiences childhood, but not everyone is a fan:
I ain’t violent at all, but I want to punch that fucktwit off the Betfair Casino advert into oblivion.
Like, seriously, fuck off. Why do such companies have to make the most annoying adverts?
— Brian Bradshaw Photography (@bb_phtgrphy) June 20, 2024
Is Brett Flair Trying to be “The New Boss”?
The introduction of Brett Flair draws parallels to the success of “The Boss” character that Bgo.com used in a long running advertising campaign. The loveable Verne Troyer’s involvement as the face of that campaign could well have contributed to its popularity, although there are differences here. Verne was an established and well recognised face, whilst Brett Flair is a relatively unknown actor.
Who is the Actor Behind Brett Flair?
Currently… we don’t know. From what we can gather from a fairly thorough deep dive, the actor that plays Brett Flair hasn’t been identified and sadly (or not) there is no IMDB category for gambling adverts. We are on the case, however, and will update this post should we manage to dig up any more information.