Ladbrokes unveils pre-season marketing campaign

Ladbrokes has launched a new advertising campaign to celebrate the start of the new football season based on the same “Drummers” format as its Euro 2020 creative.

The TV campaign will be split into two parts across the week to reflect the build-up of anticipation as the week progresses and kick off to the 2021-21 campaign approaches.

Each week will start with a first phase of creative running across TV and digital as the ad’s drummers slowly raise their sticks aloft against a tension-building commentary before a fade to black.

Then as the weekend matches approach, the campaign will switch to its second phase where the drummers play at full throttle to Rock & Roll Queen by The Subways.

Launching with a first set of fans in August, the campaign will be refreshed with a new cast in October to showcase more clubs and their supporters.

You can watch the full advert here.

The film was shot by Joe Conner of Rogue Films and the campaign photography was shot by Sam Wright.

The work is the latest campaign for Ladbrokes by newly appointed creative agency Neverland, while the media campaign was planned and executed by long-term partners the7Stars.

Ladbrokes head of brand marketing Stewart Townsend said: “Our latest campaign brilliantly captures the excitement of football and helps to establish Ladbrokes as an entertainment brand.

“The drummers are back and we are using them to express the tension and anticipation that fans feel in the days and hours leading up to a weekend kick-off,” he added.