Roy Keane on form in new Sky Bet campaign by Who Wot Why

roy keane skybet campaign

Roy Keane is one of several sports stars to feature in the latest campaign from Sky Betting & Gaming, aimed at highlighting Sky Bet’s easy to use top-rated app.

Created by Who Wot Why, the sixty-second spot, which breaks on Jan 4th, shows Roy Keane dealing with a host of obstacles on his way to a football match.

Roy Keane

But former Manchester United player Keane is determined that nothing should get in the way of enjoying the match. 

In the ad he gives a selfie seeker short shrift in homage to Peter Crouch’s famous and hilarious gallery which is dedicated to people’s experiences when asking Roy Keane for a selfie. 

Keane then dodges a half and half scarf seller, another subject that gets Keane hot under the collar. And he cuts short Sky Sports presenter Laura Woods who is trying to commandeer him for an interview. 

Jeff Stelling is also dealt with in typical Keane fashion when he finds himself in front of Keane at the turnstile. 

Keane is then stopped by a waitress who cheekily offers him a prawn sandwich in homage to his famous tirade at corporate box fans at Manchester United who he dubbed ‘the prawn sandwich brigade’.

Keane gets to his seat just as the ref blows the whistle for the start of the game, but his view is blocked by none other than co-presenter and friendly nemesis Micah Richards, with the former football player standing in front of Roy.

The film ends by saying, “for an experience that doesn’t get in the way, choose the UK’s No1 betting app, built for ease”.

The campaign is also running across radio, digital and OOH.

Ross Sewley, Head of Brand at Sky Bet, said: “No face paint or football flags in sight. We wanted to demonstrate the scale of the UK’s No.1 betting app by showing off the beautiful game as realistically and authentically as possible”.

Ben Walker, Who Wot Why co-founder said: “Roy Keane is an absolute legend and we’re chuffed to be working with him. Nothing should get in the way of enjoying sport and I’m certainly not going to argue with him on that.”

Audio visual content was shot by Jim Gilchrist at Outsider.