Ladbrokes celebrates mates + new group betting product in its latest campaign via The Monkeys
Ladbrokes, part of the leading global sports betting and gaming entertainment operator Entain Group, has released a new campaign via The Monkeys, part of Accenture Interactive, for the launch of its new group betting product – Mates Mode.
The new campaign builds on the brand’s platform: ‘Ladbroke It’, with the ambition to keep making the racing and betting experience more enjoyable and exciting for punters.
The Mates Mode campaign showcases the fun, endearment 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, all through their best-in-class mobile app. Punters will be able to chat within their group, share their bets and start separate betting pots.
Says James Burnett, chief marketing officer of Entain Group Australia: “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.”
Directed by Benji Weinstein and set to Andrew Gold’s iconic Thank You For Being a Friend, the spot heroes four mates who do everything together – from walking their greyhound, to the first dance at a wedding, to skydiving, to cheering on a winner at the racetrack.
The campaign has launched nationally, and will run on broadcast television, BVOD, cinema, OOH, radio, online, digital and social.
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
Producer: Michaela Fenton
Offline Editor: Drew Thompson
Post Production Online and Grade: Atticus
Executive Producer: Amelia Bromley
Producer: Kani Saib
Colourist: Ben Eagleton
Online/VFX: Drew Downes
Casting: Stevie Ray
Sound: Bang Bang Studios
Engineer: Sam Hopgood
Producer: Polly McGregor
Music: Level 2 — Mel Jong & Karl Richter
49 Comments
YTB
No matter how do you skin it, betting commercials are gross.
I bet the guy in the ad is not a real redhead.
Maaaate
Will gambling apps become the new smoking – a no go zone for ethical agencies?
well done, enjoyable
We stop working on betting ads
Saw this on TV the other night, feels like something Carlton Draught would have put out in 2005.
I mean, it’s fine. But unfortunately that’s all it is.
Gambling apps are already the new smoking. Something you secretly do out of sight feeding your addiction. I doubt you would be doing this with a bunch of mates.
Whilst I agree, gambling ads will end up being legislated out of the public eye like smoking, you are clearly out of touch with audiences beyond your own circle.
Punters literally have punters clubs, mates create whatsapp and FB chat groups specifically for punting together. Remember when creating work, you’re not making it for yourself.
They already are.
Funny.
They seem to have a different agency with each campaign.
Neds and Ladbrokes in the same shop…. Lucky monkeys. (No sarcasm.)
Neds is owned by ladbrokes
Oh dear
I mention whether Thinkerbell has lost the account. Yet nothing? You have to moderate everything..not just your favourites
A nicely done, top shelf category ad. I have also noticed how they use a new agency every year, might be why the brand looks a little skitso.
Back when they had friends. And money. And girlfriends.
Creatives are already removing gambling ads from their books.
Aren’t people ashamed to work on gambling ads?
Bit like the Koala ad.
What happens when you put a Rhys Darby reference on the casting brief.
good grief
Interesting to know which agencies are comfortable working on gambling and which refuse. Says a lot about the agency
Cars and planes killing the environment… fast food causing obesity… big tech companies that spread misinformation and track your every move… basically any capitalist enterprise? It’s so easy to cast the first stone.
This is a rather naive view of an incredibly harmful addiction that ruins families and lives. Perhaps do some research into the human destruction of gambling addiction before relating it to the automotive industries slow progress in sustainable travel.
hear hear
The bigger problem is the amount of in-program betting fed to viewers that appears as if it’s part of the sports broadcast. I think this is far more damaging as it normalises gambling as part of the viewing experience.
A commercial at least defines gambling as a seperate entity to the game, like beer for example.
Because a real friend would take the phone out of your hand and ask if you have a problem
I sold my soul to live comfortably and I’ll work on most things, but I draw the line at insidious gambling crack ads. Glad I’m freelance. I’d rather forego the money but sleep better at night.
Regulation now please.
Lets stop everything we don’t like!
yeh like all the cancelled people that keep working and winning awards. LOL. imbecilic.
Neds stuff was cracker. This is just average.
That Neds spot is steaming pile of scomo. There has never been a good gambling ad…period
You work in advertising. Advertising sells legal products. There are virtually no clients that don’t have some sort of skeletons in the closet. Get over yourselves.
Great fun work. Well done.
Most clients have some sort of skeletons in the closet for sure. Gambling clients are some of the few whose entire business model is the skeletons.
Holy flippin self-righteousness Batman!
This is great. you can now rope your mates into your betting addiction
And so continues to rapid decline of the agency.
My 14 year old has never known a world without sports betting ads and in-feed promos. Sports is now as much about the odds as it is the competition. We’re about to realise an epidemic of gambling that’s going to ruin a lot more young lives in 5-10 years than it’s ruining now. Regulation long overdue.
Agree, starting with the broadcasters.
This was thoroughly enjoyable to watch.
Hey guys! What happened? I thought I was the face of Ladbroke?
This is shocking.
Ladbrokes
Lad Broke
Bloke broke
Broke Blokes
Brokeblokes
Yeah! Got the joke….it’s been there in plain sight.
Advertising folk find their morals when it gives them an excuse to slag off a competitors work huh!
Get real
There are ZERO ad agencies in Australia that can throw stones.
Go look at your client list and tell me that the work your agency makes isn’t contributing to some sort of blight on the world or its inhabitants.
Banks
Alcohol
Fossil fuel
Corporate greed..
the list goes on
Own it and admit you’d work on a betting account in a heart beat if your boss told you to
The influence of ads isn’t turning a non gambler into a gambler.
They certainly don’t help current addicts.
What agency doesn’t have a harmful client?
McDonald’s.
We seem to laud booze ads
There’s navy propaganda on the same page
We’ve all sold our souls
when Steggles used the track last year. At least it had a bit of a twist to the idea.
This is a bit of fun. Totally understand some people don’t want to work on punting. I get it. That’s cool, we all set our own standards. There are things I don’t want to work on that you might be more comfortable with. But that said, if you’re going to come on Campaign Brief and start calling people out for working on categories you don’t like, expecting others to live by your moral code, the very least you could do is put your name to your message. You’re not really taking much of a stance if you’re unwilling to own it.