Banks Hoggins O'Shea/FCB has jumped on the retro bandwagon with a 70s-style pounds 1 million press campaign to launch Ladbrokes' online casino.
Six different executions will incorporate the deliberately cheesy endline: 'Beautiful people come to ladbrokescasino.com.' The ads were shot in Maxims Casino in Kensington by the photographer Lee Jenkins.
John O'Reilly, the managing director of Ladbrokes' online arm, eGaming, said: 'This campaign reflects the development of Ladbrokes in reaching new audiences with interactive services.'
Ads will run in men's titles including Maxim, FHM and Esquire, and in the national press, in papers such as the Financial Times and the Evening Standard.
The campaign was written by Brian Riley and art directed by Matt Lee.
Media buying was by Banks Hoggins Media.