bet365 has marked the beginning of the new NFL season with a brand new global marketing campaign, ‘Never Ordinary’, featuring Aaron Paul.

The Breaking Bad star features in a TV commercial where he spectates the sport of curling and watches a seemingly average throw trigger a “cultural phenomenon” as people take to the streets to celebrate.

While the ad itself is not directly NFL related, the campaign is based upon the concept that “the bet365 experience is never ordinary”.

Chloe Shrubb, Global Head of Brand Marketing at bet365, explained: “The in-game betting experience is something that bet365 has and always will excel at. The sentiment behind this campaign is essentially a reminder for everyone that bet365 stands out from the crowd.

“It’s unique in so many ways and it’s absolutely Never Ordinary.”

The campaign was created alongside creative agency Drummond Central with the ad filmed on location and in-studio, in Madrid, Barcelona and LA.

Kevin Lynn, Drummond Central Creative Director, said: “bet365 wanted a fresh new look and feel, something we were fully on board with. It’s a concept based on a brilliantly simple idea – any sport can have an amazing moment. We wanted every sport to feel as epic as the Premier League, NFL or NHL.”

The TV ad is just the beginning of the campaign and is set to run globally, appearing online, in communications and across digital.

bet365 has also incorporated responsible gambling into the new creative platform, producing a standalone commercial within the Never Ordinary environment “to fully support our responsible gambling message”.

Alex Sefton, bet365’s Chief Marketing Officer, added: “We are really excited to share Never Ordinary with the world. It’s an exciting change for bet365 and one which celebrates our strengths and the direction we’re heading in.”