A man makes a bet thinking he's got a sure win coming. This ad is all kinds of early eighties, from the soundtrack that sounds like the Agneta Fältskog version of "The Heat is on" instead the Noosha Fox version, to the styling of the handsome opponent. Oddly, the bet doesn't go our antiheroes way, which seems like the wrong message to send to someone you want to entice to begin betting.

They changed the lyrics, from "Tropical summer - balmy day / Sit around / You haven't much to say / 'Cause the heat is on..." to "the bet is on." This ad is all style, but little content.

Client: Expect
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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