Ladbrokes
The brief was to create a TV ad to run during the Euros.
My role
Senior Creative Copywriter
Client goal
Increase sales
Outcome
The campaign made Ladbrokes the most recognised betting brand of the year, and doubled their advertising ROI.
The process
The only mandatory was the advert had to feature:
Chris Kamara, the English football commentator
Tiziano, the Italian football commentator who doesn’t speak English
My process involved:
ideating the concept for the campaign,
presenting the idea to clients,
writing scripts for the TV ads,
writing tactical press and radio ads,
being on shoot,
and collaborating with video and sound editors.
Ideation
The idea for the campaign was based on a simple truth: football fans want to talk about football. But advertising breaks are full of people talking about sofas, shampoos and energy drinks. So Tiziano wanted to put this right. The result was a campaign full of fun.
Development
The client initially wanted one TV ad. They loved the concept so much that we ended up creating:
2 TV ads,
2 radio ads,
social posts,
multiple tactical press ads.
Ladbrokes ‘Hydraplus' 30 second TV ad
Ladbrokes ‘Manwave' 30 second TV ad
Ladbrokes tactical press ad which ran while the TV show ‘Dancing on Ice’ was on TV