You may have caught an advert on television recently that features a well-known rock tune from Ram Jam called Black Betty and be wondering what it is all about. The words to the song have been altered slightly from the original song and in the commercial are sung as Bad Betty. But who is Bad Betty? Well, she isn’t an actual person; Bad Betty is a euphemism, a nicer way of suggesting that someone may have a gambling problem.
The Senet Group, an independent body that was created in September 2014 to promote responsible gambling standards, has commissioned the campaign. Part of that group are big name brands like William Hill, Ladbrokes, Coral and Paddy Power and what they have agreed to includes not advertising sign up offers on TV before 9pm, the withdrawal of advertising for gaming machines in betting shop windows and giving 20% of their high street shop window space to advertising responsible gambling.
Currently there are two different adverts being shown on television and they both use the Black Betty song to get their message across, a message that we live by here at Playing Bingo and you will have seen in many of our posts, ‘Never spend more than you can afford to lose’. The strapline for these adverts is ‘When the fun stops, stop’ and we’re really impressed with them.
The first features a chap in a betting shop playing a slots machine with a chap just out of focus to his left. He loses on roulette, pulls some more cash from his pocket and then the tune starts. The fella sitting next to him starts playing the air guitar, the cashier is tapping her pencil and then she starts to sing ‘Bad Betty’. Another patron joins in, as does his tattoo and then a sports commentator and a jockey before the reels spin in the chaps face on a win line.
The other commercial has a different story line with a chap betting online at home and the message this time is that betting when you are angry or frustrated it’s a Bad Betty. It suggests you stop for a moment and think again.
Here is the betting shop advert:
By: Nickie Shute