BOYLE Sports has unveiled a new TV commercial and creative campaign starring football icon David Ginola, taking inspiration from Hollywood.

Produced by Boldspace and directed by Elliot Simpson, the film sees two football fans discussing BOYLE Sports’ new Squad Builder product. Before they can get very far, the action is interrupted by Ginola.

The French star takes over, speaking directly to camera to explain Squad Builder himself, echoing the cult celebrity cameos famously featured in the Oscar-winning filmThe Big Short.

The result plays with the conventions of the traditional betting advert, combining cinematic storytelling, humour and Ginola’s unmistakable personality to introduce the product.

Squad Builder is the latest addition to the BOYLE Sports sportsbook and offers a new way for customers to bet on football. Customers select between two and five players across all the major leagues before choosing from seven statistical targets, including goals, assists, shots, tackles and cards. Rather than each player having to hit an individual target, their performances combine towards one overall squad total.

Gill Blake-Swift, Director of brand at Boyle Sports said: “We wanted to create something that people would genuinely enjoy watching; a piece of entertainment first, not simply another betting advert. We saw Squad Builder as an opportunity to push the creative further, with more confidence, personality and cultural relevance.”

“David has the charisma to make the idea work immediately and the inspiration behind the film gives us a brilliant way of explaining a new product without making it feel like a demo.

“This is the kind of creative territory BOYLE Sports wants to occupy. We are building a brand presence that feels distinctive beyond our category and earns attention in its own right, while still being unmistakably BOYLE Sports and rooted in our brand mantra of ‘Back Yourself’.”

The new campaign further strengthens BOYLE Sports’ ‘Back Yourself’ brand positioning, bringing the confidence at the heart of the brand to life through a bold and cinematic creative approach. It comes as BOYLE Sports continues to bolster its commitment to English domestic football, following recent agreements to become Official Betting Partner of both Leeds United and Nottingham Forest, alongside the continuation of its front-of-shirt sponsorship with West Ham United.