Ladbrokes launches new TV campaign ‘The Gaffer of All Accas’ created by new in-house agency

Ladbrokes announced the launch of its latest TV campaign, 'The Gaffer of all Accas', the first to be written and produced entirely by Entain Creative, the new in-house creative agency for the Ladbrokes and Coral brands.

The 30-second spot playfully explores the many ups and downs of being a football fan – from dodgy referees to disappointing football transfers – while introducing Ladbrokes' industry-leading ACCA proposition. "The ad marks a tonal shift from the brand as it seeks to connect with football fans via a more authentic and insight-driven approach," according to a press release.

The 'Gaffer of All Accas' ad will run on TV, video-on-demand, and radio, and will be supported through the line with work that playfully reacts to the many twists and turns that fans experience throughout the season.

The ad was written by Alex Hazell, Ladbrokes Creative Director, and directed by Ric Cantor through Friend Productions. The head of Production at Entain Creative is Sophie Chordia. Media for the campaign was planned and bought by the7stars. 

Anna Kochanska, 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."

For his part, Alex Hazell, Ladbrokes Creative Director, added: "Football is at the heart of the Ladbrokes brand. Our customers love it and so do we. This new campaign is us doing what we should do best: speaking fans' language and getting on with the serious business of not taking football too seriously."

"This campaign was all about getting marketeers and creatives in the same room collaborating. That should be the secret weapon of any internal agency. The idea that in-house creative teams can't deliver work to match the best in the industry is now outdated," Anthea Angelis, Director of Entain Creative concluded.