“Are you up for the challenge?” Ladbrokes’ new ad by Saatchi & Saatchi Australia begins.
It’s a 60 second commercial in the style of a sports brand ad. There’s the coaching-style voiceover, the montage of sporting moments in ECU, and slow motion. A palpable sense of competition emphasised by the ticking of a timer.
And that’s very clever. Evoke the heightened emotion of competition in sport – evoke the heightened emotion of betting on competition in sport.
Saatchi & Saatchi first work for Ladbrokes unveils the new local positioning, Up for the Challenge. The agency won the account following a competitive pitch in April.
The campaign is running in national print, digital, social, broadcast, radio and cinema.
Creative Agency: Saatchi & Saatchi Australia
Executive Creative Director: Mike Spirkovski
Creative Director: James Daniels
Art Director: V. Wassim Kanaan
Agency Producer: Honae MacNeill / Kate Gooden
Group Account Director: Ian Hartley
Account Director: Ken Attard
Production company: The Sweet Shop
Director: Noah Conopask
Producer: Kim Kirby
Stills production: The Pool Collective
Stills photographer: Ingvar Kenne
Chief executive officer: Dean Shannon
Marketing director: Graham Latter
Campaign director: Scott Stephenson
TV producer: Liam Brown