Win so hard it hurts.
Betfair was about to become Crownbet, so this was its last hurrah, and we wanted it to go out swinging. We went after the fist pump: the clenched-arm “YES!” everyone does when they win. The TV ad treated it as a sports injury: punters who celebrated so hard they hurt themselves and had to get it looked at by a doctor. It even got a name: Winners’ Elbow.