McCANN kicks off new campaign for Betway in run up to World Cup 2026

Creative highlights how the world stops when the football starts

Online betting and gambling company Betway has released its latest campaign, as World Cup mania builds across the UK.

Created by McCANN in Manchester, the new campaign aims to drive awareness, consideration and usage of the Betway platform during football’s biggest cultural moment runs across TV, OLV and social platforms.

The 30 second spot sees the return of Dave (introduced in Betway’s Christmas and Cheltenham campaigns.) But something doesn’t seem right. He’s only popped to his local corner shop, as per normal. But why is the normally 24/7store closed? In fact, why is every shop and restaurant closed? The streets are deserted. Something is very wrong… and when he realises what, he starts to run. Finally, he makes it to his mate Harry’s house. Who didn’t think he was going to make it… for the start of the big game, that is. Yep, Dave wasn’t running from anything. The streets were deserted because the world stops when the football starts. And the Betway offers start too.

From shop signs like ‘Hand of Dog’ pet walking service, and restaurants such as Tiki-Taka Tapas and Meggs and Chips, to a barber’s shop showcasing some very familiar hair and some unfinished bridge graffiti threatening that ‘It’s coming…’, the spot is packed with easter eggs. 

On the creative, Imogen Tazzyman, ECD at McCann in Manchester said: “These are the most fun scripts to make. We were very excited to get back on set to see what Betway Dave had been up to. And the easter egg brief is one of the most popular in the department – and it’s the kind of stuff my friends outside advertising actually talk about!”

McCANN in Manchester has been working with Betway for over 18 months and this is the third campaign it has launched for the betting company.

Source: McCann Manchester

  Advertising, Betway, Campaign, FIFA World Cup, Marketing, McCann, McCann Manchester