Gambling firm Ladbrokes celebrated this week’s Cheltenham Festival with a TV ad capturing the excitement of the flagship horse racing event.
Developed in-house by Entain Creative, ‘A Racing Certainty’ is centred around the 30-second spot, which playfully explores the ups and downs of a day at the races.
Set to run on TV, video-on-demand and radio, the creative will be supported by through-the-line with work promoting the bookmaker’s ‘big value you can bet on’ message.
“We’re a creative team that sits in the very heart of Ladbrokes marketing team. This means we intuitively understand the commercial challenges and opportunities behind every brief,” Entain Creative director, Anthea Angelis said.
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“Our ad has everything you need in a racing campaign, including a simple proposition, a clear strategy… and a man dressed as a tiny jockey being laughed at by his mates.”
With media planning and buying handled by London agency The7stars, the film was aired throughout the four-day festival (11-14 March), which often draws crowds of around 50,000 each day.
Ladbrokes head of brand, Anna Kochanska added: “Our latest racing campaign is laser-focused on landing our powerful new value message with our customers, while not taking ourselves too seriously.”
