Ladbrokes Swipes Right for the Perfect Cheltenham Festival Horse

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.

Angela Porter, brand marketing director, Ladbrokes and Coral says: “The Cheltenham Festival is a highlight of the sporting calendar and offers four days of entertainment, which is at the heart of what Ladbrokes represents. Despite it behind closed doors, it is an opportunity for the wonderful sport of horse racing to take centre stage.

“Our new advert brilliantly captures the many ways that people might pick their horse for the big race. We casted a variety of actors and racing enthusiasts to depict the thrilling and inclusive nature of the highlight of the racing calendar.” 

Nick Gill, BBH creative director, says: “When you back a horse that horse becomes your horse, and this campaign is all about the unique relationship that exists between customers and the magnificent animals they've put their faith in. The accompanying microsite takes the idea even further, enabling you to swipe right to find 'the one'. This is the first fully integrated campaign we've produced for Ladbrokes and, like the customers, we're very excited about seeing it run!”

The new campaign is supported with a below-the-line partnership with radio DJ Roman Kemp and reality star and horse racing enthusiast Georgia Toffolo. The partnership see Ladbrokes join with former the Queen of the Jungle and self-confessed racing superfan, Georgia Toffolo, to help introduce Roman to the wonderful world of jump racing, often drawing on comparisons with his love of football. 

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.