In Ladbrokes’ new campaign film, people talk about how they found “the one”. Their reasons are different – the connection or “good vibe”, long eyelashes or the lean, muscular build, the confidence or the pride. Each scene captures beautifully the unique criteria that sits behind each person’s selection. It’s a heart-warming film, enhanced by an instrumental rendition of Meat Loaf’s, I’d do anything for Love.
And once the commercial has your heart in its hands it lets you realise they are talking about race horses. The idea comes from BBH creative team, Olivia Shortland and Stephanie Flynn.
The campaign has launched in advance of the Cheltenham Festival (March 16-19) and fitting into the enduring brand promise, Ladbrokes is where the nation plays, it reminds the public that however they pick their horse, Ladbrokes has a bet for them.
The film is supported by multiple cross-channel activations, including radio, print and a digital campaign, which features a microsite with dating app swipe left/swipe right functionality. This site allows customers to swipe through their horse selection and see horse names, jockey skills, horse profiles and live odds to allow them to pick their horse during the most highly anticipated four days of jump racing in the calendar – the Cheltenham Festival.
Angela Porter, brand marketing director, Ladbrokes and Coral, stated, “The Cheltenham Festival is a highlight of the sporting calendar and offers four days of entertainment, which is at the heart of what Ladbrokes represents. Despite it behind closed doors, it is an opportunity for the wonderful sport of horse racing to take centre stage.
“Our new advert brilliantly captures the many ways that people might pick their horse for the big race. We casted a variety of actors and racing enthusiasts to depict the thrilling and inclusive nature of the highlight of the racing calendar.”
Nick Gill, BBH creative director, added, “When you back a horse that horse becomes your horse, and this campaign is all about the unique relationship that exists between customers and the magnificent animals they’ve put their faith in. The accompanying microsite takes the idea even further, enabling you to swipe right to find ‘the one’. This is the first fully integrated campaign we’ve produced for Ladbrokes and, like the customers, we’re very excited about seeing it run!”
The new campaign also includes a below-the-line partnership with radio DJ, Roman Kemp, and former the Queen of the Jungle and self-confessed racing superfan, Georgia Toffolo, in which Toffolo introduces Kemp to the wonderful world of jump racing, often drawing on comparisons with his love of football.
Credits:
Agency: BBH London
Creative Director: Nick Gill
Copywriter: Olivia Shortland
Art Director: Stephanie Flynn
Business Lead: Jon Barnes
Senior Account Director: Sam Hardy
Account Managers: Caitlin Quigley & Atalanta Purce
Account Executive: Benny Younger
Senior Strategist: Robert Meiklejohn
Producer: Matt Towell
Assistant Producer: Rory Reames
Digital Producer: Kevin Mccloat
Digital Designers: Christian Kolodziejski &Adam Buckland
Digital Art Producer: Adam Overton
Production Company: Rogue
Director: Stacy Wall
Executive Producer: Kate Taylor
Producer: Maddy Easton
Production Manager: Hannah Joy Cooney
DoP: Nanu Segal
Post Production: Untold
Editing: Ellie Johnson @ Ten Three
Sound: Ben Gulvin @ 750mph
Lead Music Supervisor: Hywel Evans @ Black Sheep Music
Web Development: Wellcom
Technical PM: Katie Bloom
Lead Developer: Manuel Yemoh
Brand: Ladbrokes
Entain Managing Director: Dominic Grounsell
Ladbrokes Coral Brand Marketing Director: Angela Porter
Ladbrokes Head of Brand Marketing and Partnerships: Stewart Townsend
Ladbrokes Senior Campaign Manager: Benjamin Reeves
Media Agency: the7Stars
PR Agency: ZPR, A Finn Partners Company
