Sports betting firm Ladbrokes is looking to shine a spotlight on the ‘ladisfaction’ it can bring to punters when they can chose a bet, game or reward that is just right for them.

Developed in collaboration with creative agency Atomic London, the campaign marks the agency’s first since being appointed by the bookmaker earlier this summer.

The work will be anchored around three TV spots directed by Merman’s Mark Albiston, that variously showcases Labrokes’ ‘Bet Builder’ tool, its ‘Ladbucks rewards’ offering and its responsible gambling measures.

“Ladbrokes is a leading brand in the UK with incredible heritage and very passionate customers,” said Charlotte Emery, CMO of Ladbrokes owner Entain.

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“We wanted our creative platform to put Ladbrokes back at the heart of British betting and gaming culture and showcase a brand that is relatable, funny and surprising. That’s Ladisfaction’ reflects this, and we are really excited about seeing it come to life over the coming months across football, racing and gaming.”

The film series will run across TV, broadcaster video-on-demand, digital, paid social media, radio and out-of-home, timed to coincide with the start of the football season.

Jon Goulding, CEO of Atomic London added: “We and the Ladbrokes team were united in a vision to create a campaign that was a million miles from the sea of sameness that engulfs the category and spoke of the unique personal experience Ladbrokes offers.

“A campaign that would live everywhere, build and evolve over time, and have the impact to return Ladbrokes to its rightful place as the country’s no.1 betting and gaming brand.”