Ladbrokes launches ‘Bring Your Wave’ ad ahead of Euro 2024
Operator’s latest campaign celebrates passionate football fans based on well-known Mexican Wave celebration
Ladbrokes has launched its latest ad campaign ahead of Euro 2024 and the 2024-25 football season, which celebrates passionate football fans.
‘Bring Your Wave’ is centred around the Mexican wave football celebration that takes over a city.
The advert, which will be shown on TV and video-on-demand, starts with a man in a shop looking at TVs showing a football game.
The commentator is heard saying “It’s wave after wave of attack!” with the team in red scoring.
A player, wearing the number 10 shirt, throws his arms up in the air to celebrate on the next screen and the subsequent screens also show people throwing both arms in the air, starting a Mexican wave.
The ad then pans to a woman in the shop who looks at the male shopper. He nudges her to get involved, and she subsequently joins in the Mexican wave.
Two cashiers then continue the celebration, which makes its way around various venues around the city, including an auction hall, a karate class and even clothes on a washing line taking part.
Football fans later make their way to a football stadium all doing the Mexican wave, with the phrase “We Play Together” seen blazoned across the front of the venue.
On top of the stadium are the words: “Bring Your Wave”.
The 67-second clip was made by creative agency neverland and supported by media planning group, the7stars.
The ‘Be Gamble Aware’ logo is shown throughout advert, which ends with the message: “Take time to think”.
Anna Kochanska, Ladbrokes head of brand, said: “Bring Your Wave is a rallying cry that will reverberate with football fans across the country.
“Our campaign celebrates their passion, elation and energy, while playfully capturing the mood of the nation.”
Rich McGrann, joint executive creative director of neverland, added: “This time we’re excited to bring the world together around the Euros with a huge Mexican wave.”