By John Glenday | Reporter

September 20, 2021 | 2 min read

Bookmaker Ladbrokes has launched a brand-led campaign centered on the striking depiction of a red balloon transfixing a city.

Titled ‘Balloon’, the 60-second piece follows the airborne metaphor as it flutters through city streets, with citizens spontaneously engaging in an impromptu bout of keepy-uppy.

Opening during a grey office party, the film follows the red balloon as it makes its escape, only to catch the attention of office workers who proceed to kick it whenever it threatens to hit the floor. Matters swiftly escalate when a fan propels the balloon out a window, prompting the onlookers to pour out the building and continue their game on the street.

Delivered by creative agency Neverland in their third campaign for the bookie since being appointed in May, the promotion follows the release of ‘Drummers’ ahead of the 2020 European Championships.

Dominic Grounsell, managing director for the UK and Ireland Digital at Ladbrokes holding company Entain, said: “We love this film and can’t wait to see it air across digital and TV. It’s a campaign that is all about community, shared fun and entertainment, and brilliantly brings to life our strapline ‘We Play Together’. It’s also the first time that anyone in our industry has launched a brand-led campaign for casino and gaming, but reflects the confidence that we have in Ladbrokes as an entertainment brand.”

The ‘Balloon’ TV spot is supported by cross-channel activations on YouTube, Facebook, Instagram, Snap, Azerion and Verizon.

This follows ‘The Wait’ and ‘Game Day’, which saw Ladbrokes celebrate the start of the football season in August.

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Ladbrokes Coral Group plc is a British-based betting and gambling company. It is based in London. It previously owned the Hilton hotel brand outside the United States, and was known as Hilton Group plc from 1999 to 2006

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