{"id":70305,"date":"2014-05-29T17:39:42","date_gmt":"2014-05-29T17:39:42","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-ladbrokes\/"},"modified":"2014-05-29T17:39:42","modified_gmt":"2014-05-29T17:39:42","slug":"ad-of-the-week-ladbrokes","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-ladbrokes\/","title":{"rendered":"Ad of the week – The Ladbrokes Life"},"content":{"rendered":"

Online and high-street betting company Ladbrokes attempts to elevate themselves above the rest with their latest promotional campaign – \u2018The Ladbrokes Life\u2019<\/a> – which we\u2019ve chosen as our Ad of the Week. A TV slot leads the campaign, supported by a dedicated website plus social media<\/a> using the hashtag #theladbrokeslife.
\nWhereas the company\u2019s previous approach was to suck customers in by shouting loudly (quite literally) about the latest odds and the returns available, \u2018The Ladbrokes Life\u2019 takes a completely differently approach.
\nNow, we\u2019re introduced to the bettors in the shape of a five-strong group of stereotypical \u2018lads\u2019. Each has his own approach to betting, from the Gut Truster who goes on instinct alone to The Professor who\u2019s all about the numbers.
\nWe\u2019re introduced to each from the start: \u201cSo there\u2019s this guy right, The Believer, he likes his odds long and his wins big. Risk would be his middle name if it wasn\u2019t already Douglas.\u201d It then continues: \u201cAnd Generous John, first to the bar, last in the cab. He knows betting\u2019s a team sport.\u201d After meeting the rest through similar voice overs and visuals of the group in casual settings (nightclub, pub, and chip shop) the ending ties Ladbrokes to all \u201cbetting men\u201d: \u201cThey are the dreamers, the glory seekers, the back page philosophers, the Wednesday warriors. They are the have-a-go heroes of Saturday afternoon. They are the betting men, and this is the Ladbrokes life.\u201d
\nWhat\u2019s noticeable here is that the focus isn\u2019t on winning money, but that betting without excess can be a fun and social activity. By highlighting this fact, Ladbrokes hopes to align themselves with the culture of betting and resonate with those who are a part of it, rather than simply plugging their USP. And the tone of voice used is immediately recognisable and on a par with that of the laddish target audience.
\nAn effective tool when developing tone of voice<\/a> is to consider the brand as a person, thinking about what their age, interests and personality traits would be. To attract Ladbrokes\u2019 preferred consumer, the agency responsible for the ad – BBH London \u2013 has chosen to portray the betting provider as an extension of the group. The \u2018Ladbrokes Life\u2019 is a culture they can all share in together, and it looks like a lot of fun.
\nNext time you spot an ad that grabs your attention, let us know by leaving a comment below or tweeting your suggestion @strattoncraig<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Online and high-street betting company Ladbrokes attempts to elevate themselves above the rest with their latest promotional campaign – \u2018The Ladbrokes Life\u2019 – which we\u2019ve chosen as our Ad of the Week. A TV slot leads the campaign, supported by a dedicated website plus social media using the hashtag #theladbrokeslife. Whereas the company\u2019s previous approach […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[448,312,414],"tags":[],"class_list":["post-70305","post","type-post","status-publish","format-standard","hentry","category-digital-copywriting-us","category-social-media-copywriting-us","category-tone-of-voice-us"],"acf":[],"yoast_head":"\nAd of the week - The Ladbrokes Life - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-ladbrokes\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad of the week - The Ladbrokes Life - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"Online and high-street betting company Ladbrokes attempts to elevate themselves above the rest with their latest promotional campaign – \u2018The Ladbrokes Life\u2019 – which we\u2019ve chosen as our Ad of the Week. 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