Bookmaker Betfair has launched a TV ad for the Betfair Exchange, as the first part of a new campaign created by Leo Burnett London. The strategy, informed by research by PeopleLab, comprises a suite of through-the-line strands designed to re-introduce consumers to the Betfair brand and what it stands for. The first ad to air was to build awareness of its revolutionary alternative betting platform: the Betfair Exchange.The latest addition to the Betfair campaign is a 30-second ‘Best Odds’ commercial, where a savvy young sports fan identifies Betfair as offering ‘the best odds on the World Cup’. The TV ad will run on ITV and Sky Sports in the UK. The Exchange and Best Odds films deviate from the category norm and are unified by the campaign strap line, relating to the cognitive process of Betfair’s core sports bettor: ‘Betfair: where gut instinct meets smarts’.This concept of combining gut instinct and smarts to inform decisions runs across every customer platform, which also includes press, radio, social, display, CRM, OOH and in-app.CreditsChief Creative Officer/Creative Director - Chaka SobhaniCreatives - Gareth Butters, Liane Dowling, Ben NewmanBoard Account Director - Liam HopkinsAccount Director - Jay PerryAccount Manager - Matthew SmithAccount Executive - Alice SladePlanning Director - Ben FeltonSenior Planner - Niall MooreAgency Producer - Michelle Hickey, Abbie McClean, Kate Omulloy, Alex TaylorDirector/ Production Co. - Jason Smith / Pulse FilmsProducer - Neil AndrewsPost Production - Prodigious / MPCSound Design - WaveVO Recording - SNK