TV spots that advertising gambling services usually aim to get players to spend money. They don’t normally try to stop players from doing so – but Ladbrokes is going against the grain. Recently, the betting operator has teamed up with advertising agency BBH to produce a responsible gambling advertisement. It is part of the This is the Ladbrokes Life campaign, which features five friends who are distinctly different types of gamblers.
For example, there is The Believer who ‘likes his odds long and his wins big’ and Generous John who ‘knows that betting is team sport’. It is quite a fun campaign with plenty of viral videos and eye-catching print ad designs. The latest release features ‘Mr Brightside’, a player who does not chase his losses. In his advertisement, he is shown having a night out with friends.
Earlier in the day, he lost out on a bet but has not let that hindered his good mood. The advertisement ends with a message that reads “PLEASE BET RESPONSIBLY”, and it does not feature any enticements or promotional messages. It is certainly a new direction for betting shop ads, as it is not as aggressive as the competition.
While there is no explicit sales message, it will certainly help boost the company’s profile and earn more sales in the long run. “Most betting customers will recognise the message in the advertisement as something they already practice,” says Ladbrokes CEO Richard Glynn. “But, we believe it is important to continue to promote responsible gambling to ensure people stay within their limits and don’t take unnecessary risks”.
The Ladbrokes Life currently only air in the United Kingdom, but they would fare well in Australia. Due to the recent backlash against betting ads and sponsorships during sports matches, a responsible gambling advertisement from a respected brand would certainly be welcomed.
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