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.