You wouldn’t think that a 50-second ad for a sports betting app could be both a dark, comical tribute to parenthood that also gets across the feeling of using said betting app, but Droga5 in London accomplishes all that and more. The spot features a narrative about a father seeing the birth of his son—who emerges from the womb as a fully grown human—and the feelings of joy associated with raising his bizarre son.
The new spot, one of three featuring the same odd yet hopeful tone, is part of a new integrated campaign for Kwiff which uses the tagline, “It’s perfectly normal. Until it’s kwiffed.”
Due to restrictions on gambling advertising, the agency can’t talk about positive feelings but can use analogies, and Droga5 makes the weirdest, loveliest analogies in these spots.
“What’s the most amazing thing you could ever feel? But don’t talk about, ‘Oh like, you got a really amazing sandwich’ or ‘You got extra guacamole for free on your burrito’ because that’s not that great. Go with really, really great feelings, perhaps things that money can’t buy,” explained Droga5 creative director David Kolbusz.
The spots all feature male protagonists because online sports betting is aggressively male, noted Kolbusz, adding that the team consciously tried to make spots that weren’t like the rest of the work seen in the category.
“For us, as a young company with big ambitions to disrupt a very competitive industry, we knew from the start that we needed to create not only an amazing product experience but also tell our story in a way that cuts through and makes people think,” said Karl Engström, CEO and founder of Kwiff, in a statement. “‘It’s perfectly normal. Until its kwiffed!’ truly tells our story about how we offer a product that delivers. But we add a magical twist, when you least expect it we might reward you with an almost abnormal experience of thrill.”
Agency: Droga5, London
Creative Director: David Kolbusz, Rick Dodds, Steve Howell
Creative: Ed Redgrave, Dave Wigglesworth, Matt Butler, Ethan Bennett
Account Director: Jonny Price
Agency Producer: Goldie Robbens
Director/ Production Co: Jeff Low, Biscuit Filmworks
Producer: Toby Courlander
Executive Producer: Rupert Reynolds-MacLean
Editor: Saam Hodivala, Work Editorial
Post Production: The Mill
Sound Design: Grand Central Sound Studios
Typographer: Chris Chapman, Head of Design Droga5 London
Director of Photography: Ben Todd