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Ladbrokes - "Ladbrokes TV Campaign for Cheltenham Racing Festival" - SapientNitro Europe

  • Ladbrokes TV Campaign for Cheltenham Racing Festival
  • Ladbrokes
  • Ladbrokes
  • SapientNitro Europe
  • United Kingdom
  • Game On
Product CategoryCulture, Leisure & Sport
Date of First Broadcast/PublicationMarch 13, 2012
Media TypeTelevision
Creative Director Justin Barnes
Creative Director Ben Callis
Art Director Laura Fisher
Chief Creative Officer Malcolm Poynton
Copywriter Claire Baker
Director Russell Bates
Production Company Crossroads Films UK
Director of Photography Michael Wood
Account Director Kate Ilott
Account Director George Porteous
Strategic Planner Chris Baker
Agency Producer Stephen Worley

Story

Sapient has created a new 30" TV ad and a series of 10" sponsorship spots to promote Ladbrokes as the go-to bookmaker at this year's Cheltenham Festival. The ads launched on March 13th and will be on air throughout the duration of The Cheltenham Racing Festival running (March 13th - 16th on all major terrestrial and digital channels. The spots will support the racing coverage on ATR (At The Races) and RUK (Racing UK). The new Ladbrokes campaign features Tiziano Crudeli, the passionate Italian commentator and face of Ladbrokes, who is sharing his excitement for Ladbrokes free bets with other racing punters. While enthusing about the offer, Tiziano interrupts English horse racing pundit and eccentric, John McCririck, as he attempts to deliver the latest racing odds to camera. The spot ends with the two characters battling to be heard, with entertaining results. 

Concept

The Ladbrokes TV campaign features Tiziano Crudeli, the passionate Italian commentator and face of Ladbrokes, who is sharing his excitement for Ladbrokes free bets with other racing punters. While enthusing about the offer, Tiziano interrupts English horse racing pundit and eccentric, John McCririck, as he attempts to deliver the latest racing odds to camera. The spot ends with the two characters battling to be heard, with entertaining results.