Entain flexes creative muscles with Ladbrokes ad campaign

Entain Creative, the new creative agency of LSE-listed gambling firm Entain Group, has released its first in-house produced ad to promote the group’s subsidiary Ladbrokes brand. 

The 30-second “GAFFER OF AN ACCA” ad dives into the ups and downs that football fans face during match days, such as overpriced match food and disappointing transfers.

Towards the end of the ad, Ladbrokes puts the spotlight on its Accumulator offering, claiming that “whatever lets you down, it won’t be your ACCA”.

Anna Kochanka, Head of Ladbrokes Brand, said: “We’re in a fiercely competitive market. That means it’s not enough to be ‘offer-driven’ in some places and ‘brand-led’ in others. We need to find creative ways to do both, wherever we can. 

“This campaign is a great example of this: entertaining, authentic and insight-driven, but with our proposition running through it like a stick of rock.”

Entain Creative will push the ad on several platforms, including TV, video-on-demand and radio, with the creative agency expected to also produce similar projects for the group’s other brand, Coral. 

Commenting on the new campaign, Anthea Angleis, Director of Entain Creative, added: “This campaign was all about getting marketeers and creatives in the same room collaborating. That should be the secret weapon of any integral agency. 

“The idea that in-house creative teams can’t deliver work to match the best in the industry is now outdated.”