With the Premier League under way and the Rugby World Cup about to kick off, BoyleSports, Ireland’s largest independent bookmaker, has teamed up with London based creative agency Above+Beyond and marketing communications agency, Wake The Bear, to launch its new through-the-line campaign, the first of this scale for the bookmaker in its 40-year history.

The campaign, titled “Don’t Just Bet. Choose Wisely.” highlights the many variables behind every outcome, and why those looking to place a bet should consider these elements and ultimately make informed decisions.

The 60” TV ad, directed by Above+Beyond’s Dom Goldman, highlights the complex and unpredictable nature of sport and the elements. Choosing wisely is about considering everything – not just the form of the team or the player, but factors outside of their control – like injuries, the power of the 12th Man, and even the weather.

The TV element of the campaign dramatises the impact of rain on sport and shows how, when it comes to great sporting events, rain doesn’t care. To some, rain is a positive, while for others, it’s a nightmare, as conditions shift in seconds – working for or against a team, player and those with a stake in the outcome. The ad quietly implies while rain doesn’t care, the person placing the bet should.

The campaign launches with a 60” TV ad. Crafted from a combination of existing sports footage, new shots, and artificial intelligence, the film shows the high-octane drama and power of rain in sport. The first ad will air on TV on 15th September, coinciding with the restart of the Premier league season on Saturday the 16th after the international break.

UK based Wake the Bear, will roll out “Don’t Just Bet. Choose Wisely” across TV, on-demand video, print, audio, digital and OOH.

The campaign aims to drive re-appraisal of BoyleSports, positioning the brand as the smarter bettor’s choice. A series of shorter promos tap into how rain affects specific sports like football and horse racing, including a spot for responsible gambling. The campaign will run across the UK and Ireland before being scaled internationally as BoyleSports expands globally.

Find out more on Above+Beyond.