Ladbrokes' Hilarious 'Mates Mode' Spot Celebrates True Friendship

Ladbrokes, part of the leading global sports betting and gaming entertainment operator Entain Group, has released a new campaign for the launch of its new group betting product – Mates Mode.

Created by The Monkeys, part of Accenture Interactive, the campaign builds on the brand’s platform: ‘Ladbroke It’, with the ambition to keep making the racing and betting experience more enjoyable and exciting for punters. 

The Mates Mode campaign showcases the fun, endearment and at times downright hilarity that comes with true mateship, because – pretty much anything and everything is more fun when you do it with mates. 

Ladbrokes Mates Mode allows punters to start groups and share their punting experience together, all through their best-in-class mobile app. Punters will be able to chat within their group, share their bets and start separate betting pots.

James Burnett, chief marketing officer of Entain Group Australia, says: “For our Ladbrokes punters, we’re thrilled to now offer them Mates Mode. We know there is nothing more enjoyable than experiencing racing and sport with mates, so we’ve mirrored this experience through our new best-in-class product, Mates Mode, for our customers, and we hope our new campaign leaves our customers smiling.” 

Directed by Benji Weinstein and set to Andrew Gold’s iconic Thank You For Being a Friend, the spot heroes four mates who do everything together – from walking their greyhound, to the first dance at a wedding, to skydiving, to cheering on a winner at the racetrack.

The campaign has launched nationally, and will run on broadcast television, BVOD, cinema, OOH, radio, online, digital and social.