Leading betting company Ladbrokes announced today the launch of its latest TV advertising campaign "The Gaffer of all Accas," which is the first campaign entirely written and produced by the newly established in-house creative agency, Entain Creative, for the Ladbrokes and Coral brands.
The 30-second ad humorously explores the ups and downs of being a football fan—from cunning referees to disappointing football transfers—while introducing Ladbrokes' industry-leading ACCA proposition. This ad marks a tonal shift for the brand as it seeks to connect with football fans in a more authentic and insightful way. This is the first new campaign launched by Entain Creative for Ladbrokes.
The "Gaffer of All Accas" ad will be aired on TV, video on demand, and radio, and will be supported by various pieces that playfully respond to the many twists and turns fans experience throughout the season.
The ad was written by Ladbrokes Creative Director Alex Hazell and directed by Ric Cantor through Friend Productions. The production director for Entain Creative is Sophie Chordia. The media for the campaign was planned and purchased by the7stars.
Ladbrokes Brand Manager Anna Kochanska stated, "We are in a highly competitive market. It's not enough to be 'promotion-led' in some places and 'brand-led' in others. We need to find creative ways to do both simultaneously. This campaign is a great example: fun, authentic, insightful, yet our proposition runs throughout."
Ladbrokes Creative Director Alex Hazell said, "Football is at the heart of the Ladbrokes brand. Our customers love football, and so do we. This new campaign is what we do best: speaking in the language of fans, taking football seriously, but not taking it too seriously."
Entain Creative Director Anthea Angelis stated, "The purpose of this campaign is to have marketers and creatives collaborate in the same room. This should be the secret weapon of any in-house agency. The idea that in-house creative teams can't deliver work that matches the best in the industry is now outdated."
