Ladbrokes has celebrated the unique bonding experience of the Cheltenham Festival with the launch of its new TV advertising campaign ‘The One’.

Though lockdown may have forced this year’s Cheltenham Festival (16-19 March) to be raced behind closed doors, Ladbrokes celebrates UK racing’s marquee fixture as an endearing public event.

Continuing to work with BBH London, Ladbrokes new TV campaign features people ‘from all from all walks of life’ sharing their festival customs and rituals as they seek to pick their Cheltenham studs.  

Ladbrokes’ Cheltenham campaign was developed by the BBH duo of Olivia Shortland and Stephanie Flynn, and filmed by director Stacy Wall of Rogue Films – with the aim to capture the ‘unique criteria that sits behind each character’s selection’.

“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.,” remarked Angela Porter, Brand Marketing Director, Ladbrokes and Coral

“Despite it behind closed doors, it is an opportunity for the wonderful sport of horse ra. cing 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.”

During Cheltenham week, the operator will support its TV campaign with cross-channel activations, channelling audiences to a ‘microsite dating app’ in which users will be able to  ‘swipe left/swipe right’ on festival riders.

The dating app allows customers to swipe through their horse selection and see horse names, jockey skills, horse profiles and live odds to allow them to pick their horse during the most highly anticipated four days of jump racing in the calendar – the Cheltenham Festival.

BBH Creative Director, Nick Gill said: “When you back a horse that horse becomes your horse, and this campaign is all about the unique relationship that exists between customers and the magnificent animals they’ve put their faith in.

“The accompanying microsite takes the idea even further, enabling you to swipe right to find ‘the one’. This is the first fully integrated campaign we’ve produced for Ladbrokes and, like the customers, we’re very excited about seeing it run!”