Ladbrokes develops Tinder-style microsite for choosing favourite Cheltenham horse

Ladbrokes has unveiled a new Cheltenham Festival marketing campaign that celebrates the way customers choose a horse to back for the big races.

Viewers of the ad are made to believe that each person is talking about what they desire in a real-life human partner before a twist reveals they had in fact been discussing their favourite racehorse.

Based on the idea of finding “the one”, the advert depicts customers building a connection with the animal due to a “gut feeling” or because of their “lean, muscular build”.

The short was created by Bartle Bogle Hegarty’s (BBH) Olivia Shortland and Stephanie Flynn and was directed by Stacy Wall of Rogue Films.

BBH creative director Nick Gill said: “When you back a horse that horse becomes your horse.

“This campaign is all about the unique relationship that exists between customers and the magnificent animals they’ve put their faith in,” he added.

A digital campaign has been launched to support the TV ad where customers can visit a website to choose their horse, complete with dating app swipe left and right functionality.

The site will go live on Thursday 11 March.

Ladbrokes Coral brand marketing director Angela Porter said: “The Cheltenham Festival is a highlight of the sporting calendar and offers four days of entertainment, which is at the heart of what Ladbrokes represents.

“Despite it being behind closed doors, it is an opportunity for the wonderful sport of horseracing to take centre stage.

“Our new advert brilliantly captures the many ways that people might pick their horse for the big race. We casted a variety of actors and racing enthusiasts to depict the thrilling and inclusive nature of the highlight of the racing calendar,” she added.

The campaign will be further boosted by a below-the-line partnership with radio DJ Roman Kemp and reality star and racing enthusiast Georgia Toffolo.