Ladbrokes Creates TV Campaign for Cheltenham Racing Festival
SapientNitro, part of Sapient (NASDAQ:SAPE), has created a new 30” TV ad and a series of 10” sponsorship idents to promote Ladbrokes as the go-to bookmaker at this year’s Cheltenham Festival.
The ads will be on air throughout the duration of The Festival (March 13th - 16th March) on all major terrestrial and digital channels. The idents will support the racing coverage on ATR (At The Races) and RUK (Racing UK).
The new 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. Whilst 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.
Malcolm Poynton, Chief Creative Officer at SapientNitro, says: “Cheltenham provides the perfect opportunity for Ladbrokes to share their excitement for racing with their audience. Tiziano’s unbridled enthusiasm contrasts with McCririck’s serious racing expertise to provide an entertaining spot capturing all the fun and excitement of the track.”
To view the work, click on the link beneath:
Credits
Chief Creative Officer: Malcolm Poynton
Creative Directors: Ben Callis & Justin Barnes
Art Director: Laura Fisher
Copywriter: Claire Baker
Group Account Director: George Porteous
Account Director: Kate Ilott
Strategic Planning Director: Chris Baker
Agency Producer: Stephen Worley
Director: Russell Bates
Production Company: Crossroads Films UK
Producer: Hera King
Editor: Tim Hardy, Stitch
Post Production: Framestore
DoP: Michael Wood
Media Planning/Buying: Tim Williams, Walker Media
