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.
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
Media Agency: IKON
The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new technologies that streamline and beautify business operations. They simplify life by providing basic […]
Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]
Judging by the hangovers in the B&T office today you can count yourself damn lucky we even managed this photo thingy.
Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]
Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]
The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]