Ladbrokes launches new ‘Operation: Steve’s Multi’ campaign via The Monkeys, Melbourne
Entain Group Australia has released a new action-packed brand campaign, developed by The Monkeys Melbourne, part of Accenture Song, challenging punters to Take on the Fun, building on the brand’s existing ‘Ladbroke it!’ platform.
The campaign follows four lads as they take on a day of punting.
Says James Burnett, chief marketing officer of Entain Group Australia: “This is a true celebration of mates coming together to enjoy the wide variety of sports, racing codes and betting products available through Ladbrokes.”
Says Cody Naetzker, senior copywriter, The Monkeys: “We wanted to give punters something as exciting and epic as the sports they love betting on — ‘Operation: Steve’s Multi’ does just that.”
Directed by Benji Weinstein from Finch and set to The Sweet’s iconic ‘Ballroom Blitz’, the integrated brand campaign launches this week in Australia across cinema, TV, outdoor, social and online.
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Chief Strategy Officer: Michael Derepas
Strategy Director: Dave Collins
Senior Art Director: Zenon Predecki
Senior Copywriter: Cody Naetzker
National Head of Production / Producer: Romanca Mundrea
Senior Producer: Katherine Muir
Production Coordinator: Genya Mik
General Manager: Sophie Gosper
Senior Account Director: Jenny McLarney
Account Manager: Isaac Montebello
Media Agency: Atomic 212
Production Company: Finch
Director: Benji Weinstein
Managing Director / E.P: Corey Esse
Producer: Nikki Walker
Executive Producer: Rebekah Kelly
DOP: Germain Mimicking/John Toon
Post Production: The Editors
Editor: Alexandre de Franceshi
Editor: Shannon Michaelas
Post Producer: Charlotte Griffiths
VFX: Fin Design + Effects
VFX Supervisor: Justin Bromley
VFX Producer: Emily Newbould
Colourist: Ben Eagleton
Music Supervision: Level Two
Sound Design: SqueakE
Sound Designer: Paul Le Couteur
E.P: Ceri Davies
Retail Post Production: 3P Studio
Photographer: John Barrett
Client: Entain Group (Ladbrokes)
Group Chief Marketing Officer: James Burnett
GM Marketing: Sam Tomson
Brand Manager: Louise Gallagher
Assistant Brand Manager: Bronte Bendeich
Brand Coordinator: James Milner
Head of Creative Services: Keira Samuel
57 Comments
Another gambling ad, eh?
….than a pro smoking ad
FABULOUS. FUN. EPIC. So nice to see a Big Ad back on the box…..
It’s a big ad
Welcome back
Stop taking the best agencies in the country and giving them unlimited budgets and then making them do shit house work. Take some responsibility here and get out of the directors seat
Good fun. Great energy. Feels slightly derivative. Clearly, there is a lot of money in online gambling to justify that sort of budget.
Just wish the gambling message at the end had a bit more love to it. Typed out in Arial and looks like ciggie packaging – really? Not even Helvetica?
New gambling regs dictate that they need to look like that. It’s uniform across all brands – same font, size, timing etc.
Arial? Come on. At least give it some love, some nice kerning.
Think you might find thats government mandated now.
I’m not a gambler but this makes it look pretty damn fun. Nice work.
I’d put a link up to an ad that had done it first but honestly, there are too many. This feels lazy. And what a clunky edit/ending!
‘A brand platform’ AKA ‘Something that your previous agency/marketing head came up with that we are now going to get rid of and replace with something new we came up with’
Don’t mind the ad itself…it is quite fun…
This ad really makes me want to GAMBLE
Think you’ll find they’ve had ‘Ladbroke it’ for ages.
I can’t wait for the day that gambling ads become a thing of the past.
To the punters in the ad who lost their lives when they got their first multi-bet wrong
Really well done guys, congrats. Pity it’s for gambling – shit product.
To the wokies whinging about gambling ads, I don’t see you shitting on alcohol advertising while you’re knocking back your free Cruisers from the agency fridge.
This is fantastic. Gives me faith that fun is finally coming back to the industry.
Same to be said for all banking clients…………
Last time I checked, booze brands don’t personally call you to persuade you to buy more booze, run campaigns dedicated to targeting problem drinkers, offer credits to customers to keep them drinking, or deny customers the right to withdraw their own money without spending it on booze first.
There are issues with both booze and gambling – the difference is the strategy and tactics they use to grow.
Hope this helps.
Sounds like you’ve had too much booze…
This is a lot of fun.
Sure, but it’s nothing more than an extra line after this new line.
If you’re going to build consumer understanding or recognition of a central organising idea (or whatever term you give to it) then you can’t just shelve it for something else when you create a new campaign.
Thats my opinion anyway
Also….enough with the righteousness re gambling bashing. Alcohol, junk food, most energy, big banks/corps etc – if you’ve done work for any of them…stones, glasshouses etc.
Love it! So good.
Knowing people who struggle with gambling addictions, i would imagine this is a pretty good visualisation of how they feel trying to avoid gambling ads. And @Brilliant, i would say the same for booze ads too.
We have this same old argument every time anew ad comes out. The issue is not with gambling ads themselves. The issue is the frequency with which they’re shown, and also being allowed to play out on tv around sporting events. Not to mention the integration of gambling as part of the sports broadcast itself. All of this needs to be regulated. Don’t put all the blame on a tvc, it allows the govt to do nothing and shift blame elsewhere.
Where the beer ads are boring as batshit and online gambling ads is where it’s at.
The same four mates with a big islander for diversity that have appeared in every beer ad since 2000.
Big, pointless beer ads being the very thing the Big Ad was against.
Now here’s one for the gamblers.
How can something that cost so much money be so boring?
F U N N Y. Well done to all involved
That looks a lot like that old Neds ad. There’s only so many ways to mash potato I suppose.
Trans thing. And I couldn’t fight the nudge I got in my duds after seeing this. Bravo. Love this.
What sort of budget would this have had?
…how bland the end warning message is. Perfect for how much I hate gambling
I love the vibe of this. But it was a bit unclear to me what the lads are actually doing with the groups of jockeys, cricketers etc. Are they fighting them? Avoiding them? I wonder if there might have been an interesting angle in the guys trying to help ‘their’ selection win somehow.
You can’t be serious. $365 billion for subs and now this. A pointless, chaotic, obscure, noisy waste of money.
And the message is…what exactly…?
$400k-600k
I feel you mate. Absolute trash
This is derivative nonsense with the usual limitless budget. It’s a comedy version of the work that the various other Ladbrokes agencies have produced over the years. Nothing new. I would t be booking my tickets to Cannes.
The issue with gambling versus booze is that you’re actively targeting those who have a major, year round, gambling habit whereas with booze, the people who have a problem with booze are not who the manufacturers are specifically targeting.
How does alcohol advertising not target alcoholics? Its job is literally to create them.
And also – not all alcoholics look like Charles Bukowski. They tend to look more like the people in alcohol ads.
Football in the groin!
We need to stop the gamification of addictive pursuits.
@Old CD Guy
Mate, you though the F*ck the Cupcakes campaign was genius. You’ve lost all credibility here.
This work is fun. A return to form to the tone we lost over the last decade. And as for your self-righteous issue with gambling ads, I don’t see you shitcanning the latest alcohol ads on CB. Double standards much?
You are hallucinating. I don’t know what Fuck the Cupcakes is. And I wasn’t railing against gambling ads, just this one. But yes, they’re all ridiculous, normalising gambling as they do.
of this?
‘The issue with gambling versus booze is that you’re actively targeting those who have a major, year round, gambling habit whereas’
I gamble maybe three or four times a year…have no real connection with any of the gambling brands, so happy to use whatever app lets me log in and use it easiest
You saying this is not targeting me but addicts only?
pfff
Gambling ads will be banned here soon. Just like they are in other countries. So have fun whilst it lasts. Can’t be bothered watching this one, i already get the gist, money, American director, few blokes doing stupid shit.
Then why does it look from the start like everyone’s trying to kill the punters? Is it a less-than subliminal message from the creatives: kill gambling?
Or am I taking the wrong kind of mushrooms? I’m so confused by this extravaganza that while high on production values is is all a bit hysterical, innit?
Oh shit, the creatives, aka you, wrote this in so you could still be cool with your non-ad friends whilst taking the money too. Clever.
My apologies. I think you might have an imposter on Campaign Brief. You weren’t part of the recent data hacks were you?
Unless there never was an Old CD Guy and ‘Old CD Guy’ is really all of us?
Oh, I am real. But I didn’t choose that nom-de-plume. It was given to me during the debate which raged on Campaign Brief when the Carlton Draft Tingle’ campaign was previewed here. Remember that? I mentioned my considerable experience on booze accounts (and booze itself) including brief stints as a Creative Director. Someone referred to me as Old CD Guy and it stuck, so I adopted it. Just to complicate things, I also post under other pseudonyms.
Great production. Looks like fun. Hope my gambling husband doesn’t see it but imagine the media budget is humongous or was it made for an award? hmmmm
That’s an ad, well done James and team
Really appreciate your personal thoughts on what makes an ad.
How much money will they pay to rehash the same old Neds ad from a few years ago over and over again? Was that the only concept that worked?