This is the second ad in the “What If?” campaign which has been very successful for Sky Bet. We wanted it to feel different than the first ad, and so aimed for something darker and more moody. It’s a novel tone of voice in an otherwise jokey and flippant market, but it is working well for them. The advert brings to life the musings of a betting man, mulling over the possibilities that lie ahead as he ponders the odds.