Ladbrokes launches new positioning in latest brand campaign via Saatchi & Saatchi Australia
Ladbrokes has just released its new brand campaign, created by Saatchi & Saatchi Australia. The work unveils the new local positioning for the bookmaker and is the first major delivery since the agency won the account following a competitive pitch in April.
Capturing the excitement of competitive sport, the powerful, emotive spot issues a challenge to punters and is a notable departure from the usual category conventions.
The campaign is now live and will roll out across national print, digital, social, broadcast, radio and cinema platforms.
Client: Ladbrokes
Agency: Saatchi & Saatchi Sydney
Chief Creative Officer: Mike Spirkovski
Creative Director: James Daniels
Art Director: V. Wassim Kanaan
Head of Integrated Content:
Production Company: The Sweet Shop
Director: Noah Conopask
Producer: Kim Kirby
Executive Producer: Edward Pontifex
Managing Partner: Wilf Sweetland
DOP: Marty Williams
Editor & Company: Dave Whittaker @ The Editors
Post Production & City: Fin, Sydney
Sound Design: Simon Lister @ Nylon
Casting Director: Natalie Jane Harvie
22 Comments
Which category conventions has it departed from? They’re all in there…..
Brilliant category ad, but useless for ladbrokes..
Bet the client loved it though.. Which is the problem, the client is a punter and has no idea about marketing, strategy or differentiation. They just want to make this ad, all of them..
The most category and convention ad of them all, which is amusing.
Mood reel.
What a con. It’s one thing to be an elite high-performance sportsperson, with all the drama, hard work and discipline that entails.Gambling on the outcome doesn’t take any ability, talent or work. The normalisation of betting through constant, unrelenting advertising by multiple brands which aren’t particularly differentiated is a scandal. The sooner sports betting is outlawed, the better for our dumbed-down society.
Shame Saatchi’s, shame.When I was there we would never have taken a betting account. Let alone done such a poorly branded ad with no idea, just artificial, confected ‘drama’.
Pretty certain I’ve heard those exact words in a different order for a Toyota ad that’s on during the Olympics. Come to think of it that ad has the same stock footage as well.
Been done before 100 times. They should have looked at all the work done in 2008 when all the bookies where allowed to advertise above the line….missed a trick
guess the client made them run the reel they played in the pitch.
guess the client made them run the reel they played in the pitch.
montage and voiceover. amazing
hopefully their next ad is for an ecd
Well at least the social work is good. https://www.instagram.com/ladblokes/
Competitive pitch? Clearly the client went for the safe option. Missed opportunity.
This is a brand with a huge identity problem. First I thought they were English now these ads feel 90’s American. Not fresh, vey generic and not relatable to modern Australia.
Seems like Ladbrokes have taken a horrible punt.
That is 60sec too long.
The problem is it isn’t bad enough. Visually it’s pretty good. But it is just lying there right in the middle of Averageville. It’s just a copy of another copy. A mood reel imploring you to feel something. But you don’t. You just don’t care. If it was really bad you might get some sort of feeling. That’s the crime. Plenty of craft yet no strong idea or emotion.
You can’t be serious!!
Every year for the last 5 years they have pulled a rabbit out of the hat (like Penny the Pirate or their annual Toyota spot), to keep their once legendary creative reputation on life support!
Just sad.
I like it. watchable and great for a gambling category
Its a moodreel
Hell, it’s better than that painful prick that voiced the last lot of ads. He was so irritating it made my skin peel.
Awesome. The blue-haired social media expert proposing a 360 degree virtual reality drone idea could’ve done better than this abortion.
Thank god they’ve got rid of the irritating pommie geezers!
A massive improvement from the boring beer ads that seem to define the category norm and that rely on cheap gags and blend into one.
This definitely is the most impressive work in a category that is crying out for more creativity.
Hat’s off! Punters will love it!