bet365 marked the return of the Premier League with a brand new TV advert ahead of Friday night’s clash between Arsenal and Coventry.We Know Betting came crashing onto TV screens as the new EPL season kicked off, representing a fresh approach and real gear-shift from bet365’s former brand platform ‘Never Ordinary’, celebrating more than 25 years at the forefront of the digital betting industry. Watch it here: View Tweet: https://t.co/pNBHfDVPgmThe betting giant developed a new approach following extensive research with customers and teams across the business. A press release read: “‘We Know Betting’ articulates what has long sat at the heart of bet365: decades of expertise built through continuous learning, innovation and refinement of the betting experience.“‘We Know Betting” isn’t about asserting that we’re experts, but it tells the story of how we put our expertise into action for the benefit of our customers, ensuring that they enjoy a better, simpler, more rewarding experience. “The story is far from over. We’re always learning and improving. As bet365 as a brand and betting itself continue to grow and evolve, so will our expertise.”bet365’s Alex Sefton, Global Chief Marketing Officer, said: “At bet365, we’ve never been ones to stand still. ‘We Know Betting‘ reflects the 25 years we’ve spent perfecting what we do and, importantly, how we use that knowledge to create the best possible experience for our customers. “‘Reasons’ is the first expression of ‘We Know Betting’, giving us a clear, confident platform to demonstrate rather than simply tell people why our expertise matters. It’s an exciting next chapter for bet365.”Introducing ‘Reasons’Created in collaboration with Drummond Central, bet365’s strategic and creative partner, the ‘Reasons’ ad campaign launched on Friday in the UK and Denmark, with Spain and Germany to follow in the coming weeks. A campaign spanning owned channels, broadcast, audio, print, sponsorship and OOH (out of home). Directed by Jack Driscoll for Academy, produced by Tom Cartwright, the commercial was filmed in Prague in collaboration with Unit Sofa. The advert was broadcast on the 21st of August in the first game of the 26/27 Premier League between Arsenal and Coventry with a special blipvert production to introduce viewers to the new concept ahead of the ad going to air for the first time. The hero film combines bold visual depictions of these Reasons with emotive customer moments. Drummond Central Creative Director, Kevin Lynn, said: “We Know Betting is bet365 at its most confident, and ‘Reasons’ turns the camera on the brand itself and asks what’s behind the experience. We wanted bet365’s expertise to feel tangible rather than abstract, so every reason earns its own moment on screen. It’s a different kind of storytelling for bet365, but it’s one that’s backed up by 25 years of doing this better than anyone else.”You can also find a link to the ad here: Remember to gamble responsiblyA responsible gambler is someone who:Establishes time and monetary limits before playingOnly gambles with money they can afford to loseNever chase their lossesDoesn’t gamble if they’re upset, angry or depressedGamCare – www.gamcare.org.ukGamble Aware – www.gambleaware.orgFor help with a gambling problem, call the National Gambling Helpline on 0808 8020 133 or go to www.gamstop.co.uk to be excluded from all UK-regulated gambling websites.Commercial content notice: Taking one of the bookmaker offers featured in this article may result in a payment to talkSPORT. 18+. T&Cs apply. gambleaware.org18+, gambleaware.org, T+Cs Apply