Ladbrokes has launched its new ad campaign, the first to be produced entirely by Entain Creative, the new in-house creative agency for the Ladbrokes and Coral brands.

Titled ‘The Gaffer of all Accas’, the 30-second spot explores the many ups and downs of being a football fan – from dodgy pre-match food to disappointing transfers and VAR.

At the end of the ad, Ladbrokes introduces the feature of its Accumulator product, claiming that “whatever lets you down, it won’t be your Acca”.

According to the brand, the ad marks a “tonal shift” for Ladbrokes as it seeks to connect with football fans via a more “authentic and insight-driven approach”.

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.”

Ladbrokes has worked with Neverland Creative on its previous ad campaigns, however, it has now decided to create advertising content with Entain Creative, named after Ladbroke’s parent company, Entain.

Commenting on the new campaign, Anthea Angelis, Director of Entain Creative, said: “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“The idea that in-house creative teams can’t deliver work to match the best in the industry is now outdated.”

The new campaign will run on TV, video-on-demand and radio, and will be supported by new iterations that react to the twists and turns that fans experience throughout the season. 

The ad was written by Alex Hazell, Ladbrokes Creative Director, and the media was planned and bought by the7stars.