Kate Taylor
Agency Producer at Rattling Stick
London, United Kingdom
TitleCheltenham
Agency
Campaign Cheltenham
Advertiser Ladbrokes
Brand Ladbrokes
Date of First Broadcast/Publication
Business Sector Lottery & Gambling
Philosophy 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.

Held each March, the Cheltenham Festival attracts the most talented horses, trainers and jockeys with 28 races held across four days of jump racing. And whilst the stands will be empty this year as the nation continues its fight against Covid-19, members of the public will be able to view each race live on TV and place bets via the Ladbrokes app throughout the four day festival.
Media Type Web Film
Length
Soundtrack Meat Loaf “I’d do anything for Love”
Production Company
Sound
Editing Company
Media Agency
Director
Copywriter
Creative Director
Art Director
Business Leader
Senior Account Director
Account Manager
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Account Executive
Senior Strategist
Agency Producer
Assistant Agency Producer
Executive Producer
Producer
Production Manager
Director of Photography (DOP)
Post Production
Editor
Sound
Music Supervision
Music Supervision
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Designer
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Advertising Manager
Advertising Manager
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PR Agency

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