Ladbrokes unveils first-ever ad solely produced by in-house Entain team
‘The Gaffer of all Accas’ campaign to feature across TV, on-demand and radio as bosses champion more “authentic and insight-driven” approach to football marketing
Ladbrokes has launched its first campaign entirely produced by Entain Creative, the new in-house creative agency for the Ladbrokes and Coral brands.
‘The Gaffer of all Accas’ will run on TV, on-demand services and radio as part of the Entain-owned operator’s football marketing efforts.
The launch comes with a 30-second short exploring the “many ups and downs of being a football fan”.
It features a supporter having to deal with poor weather, unappetising matchday food, lacklustre signings and VAR.
The ad ends with a voiceover introducing Ladbrokes’ new accumulator proposition.
The voiceover says: “The good news is our acca gives you insurance, free bets and big odds boosts. So, whatever lets you down, it won’t be your acca. It’s a ‘Gaffer of an Acca’, from Ladbrokes.”
Ladbrokes said the new campaign marked a “tonal shift” in how it would communicate and connect with football fans.
The ad was written by Ladbrokes creative director Alex Hazell and directed by Ric Cantor of production company Friend London.
Cantor has previously directed ads for McDonald’s, Specsavers, Dominos and Mars.
Media for the campaign was brought and planned by media agency the7stars, while Entain Creative head of production Sophie Chordia also played a key role.
Anthea Angelis, Entain Creative director, said the ad showed the “idea that in-house creative teams can’t deliver work to match the best in the industry is now outdated”.
Anna Kochanska, Ladbrokes head of brand, added: “We’re in a fiercely competitive market. That means it’s not enough to be ‘offer-driven’ in some places and ‘brand-led’ in others.
“We need to find creative ways to do both, wherever we can. This campaign is a great example of this: entertaining, authentic and insight-driven, but with our proposition running through it like a stick of rock.”
‘The Gaffer of all Accas’ campaign comes after Ladbrokes penned a sponsorship agreement with Premier League giants Liverpool.
The operator will serve as the Anfield club’s UK and Ireland betting partner after putting pen to paper on a multi-year deal.