Ladbrokes Unveils Its Mark Wahlberg Work Via Thinkerbell

Ladbrokes Unveils Its Mark Wahlberg Work Via Thinkerbell

Ladbrokes has launched its latest brand campaign in Australia, ‘Ladbroke It’, featuring  Mark Wahlberg via creative agency Thinkerbell and production company Finch.

You can check out the series of ads here.

The new national campaign is aimed at making horse racing even more exciting, and sees Wahlberg star as ‘Mike Iceberg’, Ladbrokes new (CEO) Chief Entertainment Officer. Iceberg has coined the term ‘Ladbroke It’, which is all about turning up the dial on excitement and entertainment.

The ‘Ladbroke It’ campaign will run nationally in Australia throughout the year across broadcast, print, digital, social and out of home platforms.

“Part of our creative challenge was literally this: Use Mark Wahlberg to help us make racing even more exciting. Cue big shiny red Harley Davidson Horse and a dancing ATM…” said Jim Ingram, national chief creative Tinker at Thinkerbell.

“Our creative strategy in this was to use Mark as an actor playing an actual role, Mike Iceberg, rather than a celebrity endorsement. Christopher Riggert brought all his crazy and the whole Finch team did a brilliant job bringing Iceberg to life,” said

The work also includes a significant, dedicated Responsible Gambling commercial, set to the iconic soundtrack of “The Gambler”. Ladbrokes, which is part of the Entain, one of the world’s largest sports-betting and gaming groups, is committed to reaching mainstream Australians with its dedicated ‘Stay in Control’ messaging which helps Aussie punters understand that if it’s no longer entertaining, it’s time to walk away.  ‘The Gambler’ will feature on TV and digital channels.

James Burnett, group chief marketing Officer, “‘Ladbrokes is committed to encouraging Australian punters to gamble safely and stay in control of how they bet and play. ‘Ladbroke It’ is about making having a bet even more fun and unmissable for punters, whilst simultaneously being enjoyed sensibly.”

“The ‘Ladbroke it’ platform is our way of injecting some more fun and entertainment into the world of racing and using Mark to play the role of Mike Iceberg to deliver our message is just the beginning. We’ll be committing to ‘Ladbroking it’ across our platform, products and communications over the next 18 months and will be asking ourselves a lot “What would Mike Iceberg do?” continued Burnett.


Client: Ladbrokes

James Burnett Group Chief Marketing Officer

David Rebetzke General Manager Marketing

Louise Gallagher Communications and Production Manager

Sarah Green Campaign Manager


Brand strategy: Element insight and strategy

Ewen Pettit – Founder and Head of Strategy


Creative Agency: Thinkerbell

Sesh Moodley – Head Tinker

Lauren Shelley – Head Thinker

Chris McMullen – Lead Tinker

Gerry Cyron – Brand Thinker

Katie Dally – General Manager

Jim Ingram – Chief Creative Tinker

Jacq Henderson – Thinker

Paul Leaning – Lead Production Tinker

Grant Anderson – Head of Production

Natalie Duncan – Head Thinker Earned

Taylor York – Lead Thinker Earned


Director: Christopher Riggert

Production Company: FINCH

Producer: Catherine Anderson

Executive Producer: Corey Esse


Edit: Stewart Reeves, The Editors

Post Production: Blackbird VFX / Atticus / Cutting Edge

Sound design: Ballad

Sound Mix: Squeak E. Clean / Cutting Edge

Photographer: Toby Burrows

Stills Production: The Kitchen Creative

Retouching: Limehouse


Media Agency: IKON

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