Sports betting firm Ladbrokes is exploring the many ups and downs of being a football fan in a new integrated campaign to introduce its latest ACCA proposition.
Written and produced entirely by the brand’s in-house agency Entain Creative, which handles campaigns for both Ladbrokes and Coral, the 30-second hero film seeks to authentically connect with football fans.
‘The Gaffer of All Accas’ features many experiences familiar to hardcore football lovers, including dodgy refereeing, disappointing transfers and mediocre, overpriced stadium food.
“This campaign was all about getting marketeers and creatives in the same room collaborating. That should be the secret weapon of any internal agency,” Entain Creative director, Anthea Angelis said.
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“The idea that in-house creative teams can’t deliver work to match the best in the industry is now outdated.”
Directed by Friends Productions’ Ric Cantor, the campaign was written by Ladbrokes creative director Alex Hazell, while media planning and buying was handled by The7stars.
Hazell added: “Football is at the heart of the Ladbrokes brand. Our customers love it and so do we. This new campaign is us doing what we should do best: speaking fans’ language and getting on with the serious business of not taking football too seriously.”
