BBH London's First Ladbrokes Campaign Highlights the Energy and Anticipation of Betting

Today, 2nd March, Ladbrokes announces the launch of its latest TV advertising campaign which sets out to portray the excitement, energy and anticipation of betting on racing, football and gaming.

'Where the Nation Plays', is a new series of three TV adverts, which epitomise Ladbrokes’ brand proposition and the way it resonates with UK. Whether it’s the person placing their once a year Grand National bet, the football fan placing their accumulator every Saturday, or the racing enthusiast who studies the form, the three high quality films convey the fact that Ladbrokes offers something for everyone, everywhere, across the nation.

Dominic Grounsell, managing director of UK and Ireland Digital Sports Brands for GVC Group says: “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.”

The three films; 'Game Life', which aired for the first time on Friday 28th February, 'The Football Bettors' which was broadcast for the first time on Saturday 29th February and 'The Racers' which airs for the first time on Wednesday 4th March, all feature a very similar concept that brings Ladbrokes’ brand ethos to life. Whether it’s the family watching at home, the man in the takeaway, or the woman in the department store placing bets on the app, the series of adverts conveys the message that Ladbrokes is the most inclusive, fun and diverse betting operator.

This campaign is the first for Ladbrokes by creative agency Bartle Bogle Hegarty (BBH) since their appointment in October 2019.

Nick Gill, BBH creative director said: “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 films were shot in and around London and included 37 featured actors, 25 walk ons and 180 extras. Tom Green, from Stink Production agency directed the series of adverts and has previously worked with brands such as Guinness, Asda, Barclays and Oxfam.