UK betting brand Ladbrokes launched the television strand of its World Cup marketing programme with an old school host country cliché commercial stuffed with stereotypical Russian symbolisms.
The creative includes pantomime Russian props from bears called Boris to furry hats and Cossack costumes.
Fronted by booming-voiced British actor Brian Blessed, this spot leverages the tournament’s big kick-off with an offer specific to the opening game between host nation Russia and Saudi Arabia.
Running across UK TV and amplified across the brand’s digital and social channels such as YouTube,
Facebook and Twitter.
LADS LADS LADS AND EVERYBODY!!!#BrianAndTheBear have got you covered with a FREE #WorldCup Odds Boost pic.twitter.com/Wy0R8a7NNY
— Ladbrokes (@Ladbrokes) June 14, 2018
Pre-shot Blessed images content also appears in bet/match-specific social executions
One team let you down on your 5+ acca?
Don't worry, we'll give your stake back as a FREEEEEE BET!
https://t.co/BzYfYojXlJ pic.twitter.com/d5NhXzMnGZ
— Ladbrokes (@Ladbrokes) June 14, 2018
We've got THREE £100 FREE BETS to give away
Reply to this post with how many goals you think will be scored during the #WorldCup group stages! #BrianAndTheBear pic.twitter.com/D7rfyvVJeV
— Ladbrokes (@Ladbrokes) June 14, 2018
and low latency responsive creative linked to on-pitch action as the tournament evolves.
(Alongside those featuring long-time brand ambassador and pitch person Chris Kamara.)
Comment:
This year’s World Cup work has largely avoided the tired old host country creative clichés so familiar to traditional tournament focused football advertising and this spot is stuffed full of Russian stereotypes.
Well I guess it was going to happen sooner or later.
To us it feels more like an ad from the 1980s than the 20Teens.
Blesssed himself has something of a heritage in appearing in ads leveraging major football tournaments: for example he fronted Carlsberg’s 2012 ‘Fan Academy’ campaign (see case study).
Links:
Labrokes
