William Hill has launched a new advertising campaign featuring the unified world heavyweight champion Anthony Joshua (OBE).

The new multimedia campaign is the first of its kind for William Hill as it is brand-led, with the campaign weighted towards more post-watershed TV spots as well as cinema and outdoor, rather than the traditional bookmaker concentration around live football.

Joshua became a William Hill ambassador in 2018 but this is the first time he has been used in an advertising campaign by the company. The company has also used the creative to promote safer gambling messages – the first time it has integrated its marketing creative in this way.

30 second versions will run the following week. Initially it will be a six week campaign building up to Joshua’s world title defence on 1st June in Madison Square Garden.

“We’re really excited about AJ, our global brand ambassador, featuring in his first ad for us. The advert shows AJ landing a knockout blow before enjoying the moment as everything freezes while he dances around the stadium before returning to the ring to the adulation of his fans, said Charlotte Emery, Global Brand and Marketing Director at William Hill.