The campaign kicks off with a 60 second TV film to celebrate “the excitement football brings to fans and casual viewers”, which will launch during the Champions League final this weekend on BT Sport.
Ladbrokes also says that prior to the launch, there will be several teasers running across Sky Sports and that the film will also be advertised on socials, radio and print.
The film will be the first project created by Neverland, the creative agency appointed by Ladbrokes in March.
It required 190 drummers, 200 extras and used drone filming, motion caputure and visual effects.
The campaign is also set to include activations across the country to raise awareness on the effects the pandemic has had on the live entertainment sector.
For example, to support the music industry, Ladbrokes has partnered with #WeMakeEvents, an industry collective raising awareness on challenges faced by over 700,000 professionals.
A recent survey conducted by the collective found that one third of employees have already left the sector to find a more stable source of income.
Ladbrokes and Coral’s Managing Director, Dominic Grounsell, said: “For many, this year’s European Championships will be the first live entertainment experience they enjoy together with friends, family and other fans.
“This groundbreaking campaign brilliantly captures the anticipation viewers will feel during the tournament. We cast hundreds of skilled and experienced drummers to depict the tension fans will feel during key moments in a match and we’re very excited about how this campaign celebrates the unparalleled joy, excitement and anticipation that only live entertainment can bring.”
Founding Partner at Neverland, Jon Forsyth, added: "We loved every single minute working with Ladbrokes to make this campaign. It’s a kick-ass, blow the roof off, jump on the sofa, bring on the summer extravaganza! Enjoy.”
