Ladbrokes targets 'football obsessed' fans with latest campaign

Ahead of Euro 2012 bookmakers Ladbrokes has launched its new ‘football obsessed’ ad campaign featuring Italian football commentator Tiziano Crudeli and football pundit and ex-footballer Chris Kamara.

The new TV and radio campaign created by SapientNitro, explores the question ‘When football is on, why would anyone talk about anything else?’ The ad shows Kamara advertising fictitious sports drink ‘Hydraplus’ when an over excited and outraged Tiziano bursts in shouting “football is on!” making it clear that the only thing they should be talking about is the football.

Adam Collett, marketing communications director of Ladbrokes, commented “(the adverts) take us further down the road of delivering the excitement of betting to our customers. Tiziano Crudeli and Kammy are a brilliant, finny and powerful team helping us communicate the brand in a truly engaging and entertaining way.”

Malcolm Poynton, chief creative officer at SapientNitro added, “This campaign wittily captures how Tiziano Crudeli and Ladbrokes are so passionate about football that they won’t allow anything to detract from the excitement of placing a bet on the game."

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.