‘The Excitement of Uncertainty’ explores the inner thoughts of a gambler as he considers the factors that could affect his bet. For those not familiar with British football, the vignettes contain subtle hints to famous matches, teams and players - these got fans discussing the ad everywhere from pubs to Twitter. For example the giant beachball is a homage to Darren Bent’s controversial goal which deflected into the net via a beachball thrown from the crowd. And the fans pulling down the statue are in Wimbledon colours – a reference to the greatest underdog victory in an FA Cup Final.