Ladbrokes "Ladbrokes is where the nation plays" by BBH London

Ladbrokes launched a campaign ahead of Cheltenham Festival with a TV ad that appears to feature people talking about their perfect human partner, but who are in fact waxing lyrical about their ideal horse.

The 60-second spot, which went live on Sunday (7 March) on Sky Sports, sees people from all walks of life talking direct to camera about what they look for in "the one", whether it's a good connection or "good vibe", attractive eyelashes or a lean and muscular build. The ad is set with tongue firmly planted in cheek to an instrumental of Meat Loaf's I'd Do Anything For Love (But I Won't Do That).

It is being supported with various cross-channel activations, including radio, print and digital advertising. Meanwhile, a below-the-line partnership will run featuring DJ Roman Kemp and reality star and horse racing enthusiast Georgia Toffolo, who will introduce football-loving Kemp to the world of jump racing.

The work was written by Olivia Shortland, art directed by Stephanie Flynn and directed by Stacy Wall through Rogue. Media was planned and bought by the7Stars.

Credits

Brand
Agency
Creative director
Copywriter
Art director
Business lead
Senior account director
Account managers
Account executive
Senior strategist
Producer
Assistant Producer
Production company
Director
Executive producer
Producer
Production manager
Post production
Editor/ editing house
Lead music supervisor
Digital producer
Artproducer
Wellcom technical PM
Wellcom lead developer
Entain managing director
Ladbrokes Coral brand marketing director
Ladbrokes head of brand marketing and partnerships
Ladbrokes senior campaign manager
Media agency