Ladbrokes Targets The Racing Punter In New TVC Created By BCM

Ladbrokes Targets The Racing Punter In New TVC Created By BCM

In the next evolution of the ‘Back Yourself’ brand platform, Ladbrokes has changed up its creative approach to strike a stronger chord with punters, during the upcoming Spring Carnival.

The campaign is the first work from new agency partner BCM, led by ECD Christy Peacock, and was directed by Joel Harmsworth, via The Sweetshop and it launches this week.

Ladbrokes said CMO James Burnett said: “We carried out an extensive research and strategy process with Ewen Pettit from Element, which uncovered some unique and powerful opportunities for the Ladbrokes brand.

“The creative work we’ve developed with BCM shows a much deeper understanding of the punter, how they think and the effort they put in. We really enjoyed the collaborative spirit that we had with BCM and was engendered by Christy.”

BCM managing director and partner Phil McDonald said: “We are very happy to be working with the Ladbrokes team on their brand. This idea was all about showing an appreciation of the real science of punting and the elements of spring racing that get punters excited.

“Christy and the collective team have created something that’s perfect for the Ladbrokes brand and that will no doubt connect with the real horse racing enthusiasts.”



James Burnett – Chief Marketing Officer

Nathan Low – General Manager Marketing

Louise Eadie – Creative Producer


Phil McDonald – Managing Director & Partner

Christy Peacock – Executive Creative Director

Sam Boyd – Copywriter

Brendan Greaney – Copywriter

Shaun Egan – Art Director

Element Insight & Strategy

Ewen Pettit – Research and Brand Planning

The Sweetshop

Joel Harmsworth – Director

Llew Griffiths – Executive Producer


Graeme Pereira – Offline Editor

Cutting Edge

Samara Keune – Senior Post-Producer

Billy Wychgel – Colourist

Mike Lange – Sound

Tim Schultz – Online Editor



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