Coral kickstarts brand-led strategy in new cinematic ad campaign
GVC-owned brand combines with Bartle Bogle Hegarty for new horseracing marketing series
Coral has unveiled a new series of cinematic TV ads under new creative agency Bartle Bogle Hegarty (BBH) ahead of Cheltenham Festival.
The operator has pledged to showcase the “pace, passion, colour and drama” of horseracing in a unique way, starting with its Fail to Finish short – scheduled to hit UK TV screens this evening.
The campaign, which shows a punter claim his free bet after his horse fails to finish, is the first for Coral by London-based agency BBH since it won the Ladbrokes Coral contract back in October.
The ad – which will run until the end of April – was directed by British filmmaker Jack Driscoll, who has previously worked with brands including Adidas, Google and Red Bull.
Dominic Grounsell, Ladbrokes Coral MD of UK and Ireland, hailed the “top-class talent” hired by the operator to direct, produce and star in its new series of adverts.
He said: “Our ambition with this advert is to do something totally ground-breaking in terms of concept, while taking the production up to a level not seen ever before from the bookmaking industry, and arguably in any cinematic recreation of horseracing.
“In producing a thrilling and raw recreation of the finish of a Jump race for this advert, we wanted to demonstrate Coral’s longstanding passion for horseracing – it’s about the spectacle, the excitement and the pure theatre that this incredible sport delivers to its fans.
“We were able to leverage a combination of filming techniques that immersed the viewer in the horse race in a way that they won’t have experienced before,” he added.
The new @Coral ad by @BBHblacksheep neatly encapsulates where the betting industry needs to move to; away from crass humour and punters punching the air as they win, instead embracing the spectacle of sport, and betting for the sake of entertainment.
https://t.co/V5Khlt8t2f
— Brendan Tinnelly
(@brendangered) February 24, 2020
Rival bookmaker Paddy Power unveiled a new Cheltenham-themed ad campaign last week.
Source: Coral/ZPR