“2 Hundy” TV campaign
A playful challenge. An unmistakable offer. Campaign concepts, scripts and storyboards for betcha’s UFC and Auckland FC films.
Concepts, copywriting, scripts and storyboards by Oliver Hildebrand, at Entain
The UFC campaign
A 30-second TVC featuring betcha brand ambassadors Carlos Ulberg and Navajo Stirling, promoting the 200% Deposit Match offer.
The brief
A late regulatory change and a narrow filming window with two rising Kiwi UFC contenders called for a bold campaign concept — one that showcased challenger brand betcha’s combat credentials while making its 200% deposit match offer impossible to miss. But with less than a week to lock down the concept before cameras rolled, every creative decision had to land.
The approach
Rather than another interview-style ambassador piece, I pitched several concepts ranging from safe to ambitious. The chosen combo of vernacular (“hundy”) and a playful one-upmanship dynamic proved both memorable and production-friendly.
Independent creative testing
The UFC campaign was well received in independent testing by TRA, clearly communicating the offer. The 2 Hundy platform continued into betcha’s Auckland FC campaign.
- Creative Edge: 49 — the highest betcha score, against a previous best of 41.
- 69% found it easy to understand.
- 67% recalled the 200% offer.
- 67% said the offer was made clear.
- 56% associated betcha with being a leading UFC app.
Taking 2 Hundy to Auckland FC
The 2 Hundy platform, reimagined for Auckland FC with Jesse Randall and his teammates.
A new setting. The same playful rivalry.
Commissioned at the tail end of Auckland FC’s season, the next 2 Hundy film needed to bring betcha’s 200% deposit match offer into the world of football. Jesse Randall, who had just secured a move to Scottish club Dundee, would take the lead. But with uncertain weather threatening an outdoor shoot, the script also needed an indoor version — with enough movement and personality to keep the campaign’s playful energy intact.
Rather than asking professional footballers to carry a dialogue-heavy performance, I built the action around something they could do instinctively: juggle a ball. The idea gave Jesse and his teammates room to show their skills while letting the one-upmanship do the storytelling.
A locker-room tunnel provided a weather-safe setting, with the ball’s movement bringing rhythm and dynamism to a confined space — and a natural new expression of the 2 Hundy platform.
My role
Campaign concepts, copywriting, scripts and storyboards at Entain. The films were delivered with the wider brand and production teams; the work shown here focuses on my creative development and writing.