Ladbrokes releases ad campaign to support social product launch in Australia

Ladbrokes has unveiled a ‘bromance-heavy’ advertising campaign to showcase its new betting product, Mates Mode.

The campaign builds upon the brand’s platform, “Ladbroke It”, with the intention of making betting and racing more enjoyable for players.

The short attempts to capture the fun and light-hearted moments associated with friendship, adding that everything in life is more fun “when you do it with your mates”.

Set to the tune of Andrew Gold’s Thank You For Being a Friend and directed by Benji Weinstein, the advert shows four friends who do everything together including walking the dog, watching the first dance at a wedding, sky diving and cheering on the winner at the racetrack.

The new product allows groups to share their betting experience together via the mobile app. Friends can chat within the created groups, share their bets and start betting pots.

The campaign launched across Australia and will run on broadcast television, VoD, cinema, out-of-home advertising, radio, online, digital and social media.

James Burnett, chief marketing officer of Entain Group Australia, said: “For our Ladbrokes punters, we’re thrilled to now offer them Mates Mode.

“We know there is nothing more enjoyable than experiencing racing and sport with mates, so we’ve mirrored this experience through our new best-in-class product, Mates Mode, for our customers, and we hope our new campaign leaves our customers smiling.”

Entain recently launched bwin, PartyCasino and party poker in the recently regulated Ontario market.