Launched prior to the Cheltenham Festival (10 to 13 March), Ladbrokes debuted a new UK advertising campaign called ‘Where the Nation Plays’.
The initiative, which focuses on gambling in racing, football and gaming, is the first work for Ladbrokes from new creative agency BBH.
The TV-led creative highlights the excitement, energy and anticipation of betting and shines a light on Ladbrokes’ brand, its heritage and its credentials as the UK’s ‘most trusted bookmaker’.
Forming part of a series which will cover racing, football and gaming, ‘Where the Nation Plays’ aims to
The campaign is spearheaded by a set of three television commercials which debuted at the end of February and seek to ‘epitomise Ladbrokes’ brand proposition and the way it resonates with the whole UK’.
The aim is to engage everyone, everywhere right across the country: from the once-a-year Grand National better and the Cheltenham regular who studies the form all year, to the football fan placing a regular Saturday accumulator every Saturday and the casino gambler.
‘Game Life’ debuted on 28 February,
followed by ‘The Football Bettors’ on 29 February
and finally ‘The Racers’ was scheduled to roll out ahead of Cheltenham.
All three spots, helmed by Stink’s Tom Green, feature a similar concept that aims to bring Ladbrokes’ brand ethos to life.
The films were all shot in and around London and include a total of 37 featured actors, 25 walk ons and 180 extras.
Dominic Grounsell, managing director of UK and Ireland Digital Sports Brands for GVC Group said: “Ladbrokes offers a unique and appealing proposition for bettors everywhere and our new TV campaign brings to life the great excitement and pleasure that people experience when watching and betting on racing and football, and when gaming.”
Nick Gill, BBH creative director, added: “This is a campaign that embodies ‘Where the Nation Plays’. It’s about the nation’s bettors – all the different people across the land who bet in many different ways. We hope to have found a fresh language for this category and a campaign that gets to the absolute heart of the excitement of betting with Ladbrokes.”
The campaign was created for GVC MD UK & Ireland Sports Brands Dominic Grounsell and Interim Brand Marketing Director at Ladbrokes Coral Dominic Chambers, Brand Marketing Director at Ladbrokes Coral Angela Porter, Head Of Brand Marketing at Ladbrokes Stewart Townsend and Head Of Gaming Marketing Marla Wisniewska by BBH.
The agency team included Creative Director Nick Gill, Copywriters Nick Gill and Alison Steven, Art Director Liam Bushby, Business Lead Jon Barnes, Senior Account Director Peter Blaseby, Account Manager Caitlin Quigley, Strategy Director Robert Meiklejohn, Strategist Clémence Lépinard, Producer Matt Towell and Assistant Producer Fatima Kried.
The production company was Stink with Director Tom Green, Executive Producer Blake Powell, Producer Molly Pope, Production Manager Jacqui Pringle, DOP Nicolas Karakatsanis, with post production by The Mill, editing by Trim Editing Sound and the media agency was The7stars.
Comment:
This is a series of adverts which seeks to convey the message that Ladbrokes is the most inclusive, fun and diverse betting operator.
Quite what that says about fellow family brand Corals we aren’t quite sure.
Creative agency BBH London won GVC Holdings’ creative pitch for the Ladbrokes Coral multi-million pound account last October and was tasked to develop deeper brand narratives for the UK legacy bookmakers.
This process began with the February launch of Coral’s first-ever cinematic campaign celebrating Cheltenham racing (see case study).
Links:
Ladbrokes
https://www.youtube.com/user/ladbrokes
https://www.facebook.com/ladbrokes
https://www.instagram.com/ladbrokes/
BBH London
https://www.bartleboglehegarty.com/
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