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Ladbrokes incorporates 'responsible betting' messaging into second wave 'The Ladbrokes Life' campaign

Following an introduction to some of the characters who live ‘The Ladbrokes Life’ at the end of April, the next instalment of the bookmaker’s campaign takes a close-up view on each one of them.

Created by BBH London, the second wave of activity sees two films running from this week - ‘The Believer’ and ‘Mr Brightside’.

In the ads, ‘The Believer’ attempts an ambitious overhead kick, whilst ‘Mr Brightside’ doesn’t let a bad bet ruin a good night out. The ‘Mr Brightside’ film is supported by ‘Bet Responsibly’ messaging, which sees Ladbrokes take the reins as one of the first brands in the category to take a strong stance on the issue of responsible betting.

“Most betting customers will recognise the message in the advertisement as something they already practice but we believe it is important to continue to

promote responsible gambling to ensure people stay within their limits and don’t take unnecessary risks,” said Richard Glynn, chief executive of Ladbrokes.

‘The Ladbrokes Life’ creative is a conscious move by the brand to step away from what it terms as “the traditional betting creative with screaming odds and shouting prices”.