Betting giant Betfair is through with testosterone-induced marketing campaigns.

In a bit to change its image to that of a more credible brand, the UK sportsbook has decided to move away from “laddish” advertising with a new multi-channel campaign—a first for Betfair—that aligns the company’s core brand communications with wider sports engagement.

The recently launched campaign, titled “Ready?,” does away with the traditional promotional messaging of odds or player and match bonuses in favor of showing moments of anticipation around sport.

Betfair marketing director Paul Gambrill told Marketing Week that they wanted to change advertising directions because “too many brands are doing laddish advertising.”