The Tenth Man marketing agency created a fully AI ad campaign for sports betting operator SBK. The campaign uses the slogan: “betting without the bull**.”*
Smarkets-owned SBK followed in Kalshi’s footsteps by launching a new ad campaign created with artificial intelligence.
With its slogan “betting without the bull***,”* the campaign promotes the brand’s self-proclaimed no-gimmick approach to betting. Its economical production also reflects a philosophy of efficiency over frills.
Former Advertising Director at Paddy Power, Ken Robertson founded the agency, the Tenth Man, which created the ad.
His Dublin-based agency employs the same provocative marketing style that Paddy Power pioneered during Robertson’s time at the company. It has offices in London. The agency has worked with numerous domestic and international clients.
Robertson, the CEO of The Tenth Man, said they wanted to show what happens when you ditch the overblown nonsense. They aimed to get straight to the point in both the message and the production. This isn’t AI for the sake of it. AI pushes creative boundaries and brings bold ideas to life faster than traditional methods allow.
The new SBK advert features a bull crashing through the wall of a generic betting shop. It also shows the bull destroying a row of slot machines offering free spins.
SBK advert also promoted a feature where SBK tells players when the operator is offering the best odds. It also shows when it is not.
SBK’s Marketing Director, Adam Baylis, summed up the campaign. He said SBK has always stood for fairness, transparency, and the best odds in the market. “Betting without the bullshit” captures exactly that—no gimmicks, no spin, and a subtle nod to their roots in finance.
The advert is live across SBK’s digital and social platforms. More placements are planned to align with Premier League broadcasts.
SBK’s focus on football betting has been clear in past agreements. The brand has served as an official betting partner for both Huddersfield Town FC and Bradford City FC.
Jason Trost, CEO of Smarkets joined them on the Huddle in 2024.
