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TV

Ladbrokes: However You Find Your Horse, We've Got a Bet For You

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Leading betting brand Ladbrokes prepares for the return of the Cheltenham Festival (16th-19th March) with the launch of a new campaign that celebrates how customers pick their horses for the races. Leaning on its enduring brand promise of ‘Ladbrokes is where the nation plays’, the campaign reminds the public that however they pick their horse, Ladbrokes has a bet for them. Created by Olivia Shortland and Stephanie Flynn, the film, directed by Stacy Wall of Rogue Films, features people from all walks of life talking directly to camera about what they look for when looking for ‘the one.’ Whether it’s simply the connection or ‘good vibe,’ the eyelashes or the lean, muscular build, the confidence or the pride, each scene beautifully captures the unique criteria that sits behind each character’s selection. Viewers are made to believe that each person is talking about what they look for in their real-life, human partners but we later discover the rug pull that they have been referring to racehorses the entire time, with the spot set to an instrumental rendition of Meat Loaf’s iconic “I’d do anything for Love” track. The film is supported by multiple cross-channel activations, including radio, print and a digital campaign which features a microsite with dating app ‘swipe left/swipe right’ type functionality. This site allows customers to swipe through their horse selection and see horse names, jockey skills, horse profiles and live odds to allow them to pick their horse during the most highly anticipated four days of jump racing in the calendar - the Cheltenham Festival.
Credits Other credits

BBH Business Lead: Jon Barnes

BBH Senior Account Director: Sam Hardy

BBH Account Manager: Caitlin Quigley

BBH Account Manager: Atalanta Purce

BBH Account Executive: Benny Younger

BBH Senior Strategist: Robert Meiklejohn

BBH Assistant Producer: Rory Reames

Production Manager: Hannah Joy Cooney

Post Production: Untold

Editor/Editing House: Ellie Johnson / Ten Three

Sound: Ben Gulvin / 750mph

Lead Music Supervisor: Hywel Evans, Black Sheep Music

BBH Digital Producer: Kevin Mccloat

BBH Designer: Christian Kolodziejski

BBH Designer: Adam Buckland

BBH Art Producer: Adam Overton

Wellcom Technical PM: Katie Bloom

Wellcom Lead Developer: Manuel Yemoh

Entain Managing Director: Dominic Grounsell

Ladbrokes Coral Brand Marketing Director: Angela Porter

Ladbrokes Head of Brand Marketing and Partnerships: Stewart Townsend

Ladbrokes Senior Campaign Manager: Benjamin Reeves

Media and PR

Media Agency: the7Stars

PR Agency: ZPR, A Finn Partners Company

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