Ladbrokes has announced the launch of ‘Balloon,’ the first brand-led campaign in the UK gambling industry promoting online casino and games.
Balloon is the third campaign created for Ladbrokes by London creative agency Neverland, which was also tasked with developing the company’s main advertising campaign for the UEFA Euro 2020 Championship this summer.
The commercial, directed by Emmy nominee Sam Brown, follows “the most epic game of balloon keepy-uppy drawing an entire city to play.”
The Balloon campaign takes a unique approach by not promoting or mentioning slots, games, jackpots, or bonuses, which are commonly seen in casino advertisements.
To the tune of ‘Let’s Go’ by the Norwegian indie punk rock band The Laundrettes, the brand-led campaign simply promotes the phrase “We Play Together” at Ladbrokes Casino.
Ladbrokes’ MD for UK and Ireland Digital, Dominic Grounsell, 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.”
Balloon was set to premier on Friday, September 17th, and on TV Saturday, September 18th, with a hero 60′′ commercial on Channel 4 during the Deadpool telecast. Multiple cross-channel activations will be used to support the campaign, including YouTube, Facebook, Instagram, Snap, Azerion, and Verizon.
Neverland’s Executive Creative Director, Noel Hamilton, said: “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.”