The Golden Girls live again – except that now they’re four Aussie mates and they’re promoting Ladbrokes’ Mates Mode. The madcap parody comes from The Monkeys and the campaign builds on the brand’s platform, Ladbroke It, with the ambition to keep making the racing and betting experience more enjoyable and exciting punters.
The Mates Mode campaign points to the fun, comradeship and at times downright hilarity that comes with true mateship, because – pretty much anything and everything is more fun when you do it with mates.
Ladbrokes Mates Mode allows punters to start groups and share their punting experience together through its mobile app. Punters will be able to chat within their group, share their bets and start separate betting pots.
James Burnett, chief marketing officer of Ladbrokes parent, Entain Group Australia, stated, “For our Ladbrokes punters, we’re thrilled to now offer them Mates Mode. We know there is nothing more enjoyable than experiencing racing and sport with mates, so we’ve mirrored this experience through our new best-in-class product, Mates Mode, for our customers, and we hope our new campaign leaves our customers smiling.”
The campaign film was directed by Benji Weinstein and set to Andrew Gold’s Thank You For Being a Friend, with its reference to the American sitcom that has become a TV classic.
The campaign has launched nationally, and will run on broadcast television, BVOD, cinema, OOH, radio, online, digital and social.
Credits:
Client: Entain Group (Ladbrokes)
Group Chief Marketing Officer: James Burnett
GM Marketing – Ladbrokes: Sam Tomson
Assistant Brand Manager: Bronte Bendeich
Brand Coordinator: James Milner
Head of Creative Services: Keira Samuel
Creative Agency: The Monkeys, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
Senior Planner: Dave Collins
National Head of Production: Romanca Mundrea
Creative: Zeneon Predecki
Creative: Cody Naetzker
Senior Craft Designer: Raph Tamkalis
Senior Producer: Eliza Malone
Production Coordinator: Genya Mik
Group Content Director: Sophie Gosper
Content Director: Tom Patterson
Content Manager: Isaac Montebello
Production Company: FINCH
Director: Benji Weinstein
Executive Producer: Corey Esse
Producer: Caroline David
DOP: Germain McMicking
Art Director: Enzo Iacono
Post Production Edit: ARC Edit
Producer: Michaela Fenton
Offline Editor: Drew Thompson
Post Production Online & Grade: Atticus
Executive Producer: Amelia Bromley
Producer: Kani Saib
Colourist: Ben Eagleton
Online/VFX: Drew Downes
Sound: Bang Bang Studios
Engineer: Sam Hopgood
Producer: Polly McGregor
Music: Level 2 — Mel Jong & Karl Richter
