Kelly Brook and Thierry Henry star in McCann Manchester’s festive Betway ad

Betway’s rewards programme, Your Rewards Each Week, is the focus of a new festive campaign created with McCann Manchester and starring brand ambassadors Kelly Brook and Thierry Henry.

It is the first work from McCann for Betway since the partnership began earlier this year. It moves away from the sport-focused stories typical of betting ads in favour of a character-driven Christmas theme.

The spot is set amid the chaos of hosting Christmas. When Dave opens the fridge, he finds a miniature Kelly Brook sitting on a block of cheese, who nudges him to treat himself with Betway’s festive rewards. When he closes the door, his treasured photo of Thierry Henry comes to life.

Lloyd Hartman, head of UK at Betway, said: “Betting campaigns at this time of year often focus on the shared social experience of sports ‘fandom’, but for us, the festive season is about more than that – it’s about generosity and the joy of giving. This campaign is our way of thanking our customers by offering a special gift in the run-up to Christmas.”

Imogen Tazzyman, executive creative director at McCann Manchester, said: “Writing scripts that start with “we open on a beach” might be fun. But do you know what’s even more fun? Writing scripts that include the line ‘Dave opens the fridge to reveal a teeny tiny Kelly Brook sitting on a Camembert’. Swiftly followed by Thierry Henry coming to life on a Christmas card.

“This was a brilliant opportunity to move away from the usual sport-centric approach and into the festive spirit of storytelling – all while keeping Betway’s rewards at the heart of the narrative. Working with Betway on this project was the most fun we’ve had all year. Pass us the pickles, Kelly!”

The campaign launches this week across online video, social and digital platforms.