Ladbrokes celebrates the joy of spring racing in new campaign via The Monkeys
Ladbrokes, part of leading global sports betting and gaming entertainment operator Entain Group, has released its new campaign for this year’s Spring Racing Carnival, created by The Monkeys, part of Accenture Song.
The campaign celebrates punters and the excitement of Spring Racing.
The new campaign will sit under the brand’s enduring platform: ‘Ladbroke It’ as it aims to continue to make the punting experience more enjoyable.
Says James Burnett, group chief marketing officer at Entain Australia: “Spring Racing is the biggest time of year for Ladbrokes punters, and after the disruption of the past two-years, punters are raring to go for this year’s Carnival.
“We wanted our new campaign to capture that sense of fun, anticipation and excitement that we know our customers are feeling. We hope it strikes a chord and leaves them smiling.”
The spot, directed by Adam Gunser, sees four mates, on a journey, lost in the unbridled joy and delirium of spring.
The integrated campaign launched nationally in October and will run across broadcast TV, BVOD, OOH, online, digital and radio.
Client: Entain Group (Ladbrokes)
Group Chief Marketing Officer: James Burnett
GM Marketing – Ladbrokes: Sam Tomson
Brand Manager – Ladbrokes: Louise Gallagher
Creative Agency: The Monkeys, part of Accenture Song
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: Zenon Predecki
Creative: Cody Naetzker
Senior Producer: Eliza Malone
Production Coordinator: Genya Mik
Group Content Director: Sophie Gosper
Content Director: Tom Patterson
Content Manager: Isaac Montebello
Production: Good Oil
Director: Adam Gunser
Producer: Catherine Waner
Executive Producer: Simon Thomas
D.O.P: Germain McMicking
Offline: ARC EDIT
Colorist: Company 3
Online: 3P Studios
Sound: Squeak E Clean Studios
Music: Level 2
31 Comments
Is this the exact same location as the Tabtouch ad?
nope
This one is among snowcapped mountains in NZ and the Tabtouch spot is under a tree in Centennial Park. So no.
In the best way. A good bit of fun to lighten my day.
Nice work monkeys
Is this the same company that has spent $2bn in the last couple of years encouraging everyone to Ladbroke It or is this a different company?
I hope they’ve got an awfully large media budget as branding will be awful
..and I am a girl.
Every ad at the moment is X product/service feels like this. Cue dance.
We’re better than this.
So you turned the We Frolicking TikTok meme into an ad thats way less funny than the meme? Nice work Monkeys.
Hopefully betting ads are headed to the same place as beer ads where this sort of thing is killed by ABAC. Apart from this being a ridiculous waste of unbranded money. It’s also just a bit blah. Sportsbet are doing it so much better than the rest at the moment and probably for half the budget.
For poor people
You do know there was such a thing as frolicking before TikTok, right?
Of course, but it hadn’t been made into a joke and hash tag that has been seen, re-made and parodied millions of times.
Taking an idea you saw on the internet and turning into an ad is just creative laziness. Come up with your own ideas, it’s much more rewarding and also makes better work.
I was just thinking, what we need is another gambling ad with people looking happy while running down hills, skipping through forests and ruining lives.
Monkeys have become very lazy.
Feels like a beer ad from 12 years ago. But a lot less fun.
I cannot wait to see a gambling ad change the formula of blokes doing meaningless stuff. The first campaign that lands a point of difference will be game changing
Makes me want to visit New Zealand.
What is the point of this?
Usually hate gambling ads – but really like this.
For the category, it’s really good work.
When you’ve lost all your money gambling, you lose your mind and lose yourself prancing around in the wilderness. It’s a great insight.
How on earth is it still legal to be advertising sports gambling in 2022? It’s absolute madness and should not be given airtime.
I want whatever those guys are having.
Surely this was created for a medical marijuana client who turned down the finished film at the eleventh hour.
Call me old fashioned but for f#£!’s sake is it too much to ask that Monkeys come up with a concept that offers me a reason to change from Sportsbet to Ladbrokes?
It’s called selling folks.
This is plain terrible, no insight and makes no sense. Can someone please explain it to me and how it is at all relevant to the product it is advertising
Formulaic AF. The overused cut back to reality gag – come on guys…
Bring back Marky Mark. Hmph. Damn you Monkeys.
Trippin’ balls.
@fred
Many, many brands don’t have rational reasons to switch. Coke vs Pepsi, etc.
Personally, I think the Benson & Hedges World Series Cup was cooler. And of course, the Windfield cup.