Ladbrokes launches Unbelievable new ad campaign

Ladbrokes launches Unbelievable new ad campaign

Tuesday, September 27, 2016 Posted by Andy McCarron
Football pundit Chris Kamara is front, centre, side and behind the new adverts

Ladbrokes has moved to cement its position as one of the nation’s most recognised betting brands by creating a new TV campaign around Chris Kamara’s iconic catchphrase, ‘Unbelievable’.

The catchphrase forms the basis of the campaign, developed by London creative advertising agency The Moment, as the first of five Ladbrokes adverts to air on TV across the autumn.

The advert went live on Saturday 24th September, with Kamara playing seven different characters in an ‘unbelievable world’ to promote Ladbrokes’ mobile product and new ‘edit my acca’ functionality. This includes the option for you to ‘remove losing legs to keep your bet alive’.

A spokesperson for Ladbrokes told “Football fans love Kammy and his catchphrase has become instantly recognisable over the years, so throughout this campaign we intend to capitalise on this, having some fun with our ambassadors and customers along the way.

“Our brand is a trusted favourite for those who love a football bet and we're confident the new campaign will be a compelling vehicle for our competitive football offers and new digital products."

The ‘Goals on Sunday’ presenter, who has been involved with Ladbrokes campaigns since 2000, will be joined by fellow brand ambassador Ally McCoist on the adverts throughout the autumn.

The pair have worked on a number of adverts together since April 2016, when Ladbrokes launched a series of commercials to mark the climax of the football season and start of UEFA Euro 2016. The first of those was scripted by comedy writing duo Ivor Baddiel and Phil Kerr, and featured Kamara and McCoist in a parody of the world of football punditry.

Totally Gaming Says: Ladbrokes’ association with Chris Kamara is one of the longest ones in the industry as he was involved in the bookmaker’s first ever TV ad in 2007 when the rules on advertising were relaxed. Given Kamara’s constant presence on Sky’s Soccer Saturday programme, it’s been a mutually beneficial partnership over the years.

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