Ladbrokes debuts ‘Balloon’ as first brand-led campaign for casino  

Ladbrokes continues to refresh its marketing image, announcing the upcoming launch of ‘Balloon’ – UK gambling’s first brand-led campaign promoting online casino and games. 

Balloon is the third campaign developed for Ladbrokes by London creative agency Neverland, which was appointed to lead the development of its headline advertising campaign for this summer’s UEFA Euro 2020 Championship.

Filmed by Emmy-nominated director Sam Brown, the advert follows “the most epic game of balloon keepy-uppy drawing an entire city to play”.

Maintaining a fresh approach, the Balloon campaign features no promotion or reference of slots, games, jackpots or bonuses that have featured predominantly on casino adverts.  

The brand-led campaign simply promotes the tagline ‘We Play Together” at Ladbrokes Casino to the tune of  ‘Let’s Go’ by the Norwegian indie punk rock band The Laundrettes.

Dominic Grounsell, Ladbrokes MD for UK and Ireland Digital, commented: “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.”

Balloon will debut this Friday 17 September and on TV on Saturday 18th September with a hero 60″spot on Channel 4 during the broadcast of Deadpool. The campaign will be supported by multiple cross-channel activations, including via YouTube, Facebook, Instagram, Snap, Azerion and Verizon.

Noel Hamilton, Executive Creative Director of Neverland remarked: “Sam and the team at Rogue truly knocked it out of the park once again. This film was incredible to shoot and is one hell of a ride.”

Of distinction, Ladbrokes Ballon was voted best Casino Advert of 2021 by online casino comparison site – 

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