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Ladbrokes launches 'Bring Your Wave' ad campaign

The campaign is designed to coincide with the upcoming European Championships and the 2024/25 football season.

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Operator Ladbrokes has unveiled its latest ad campaign, 'Bring Your Wave,' celebrating the passion and energy of football fans through the iconic Mexican Wave.

The "Bring Your Wave" campaign features a major production online film, alongside a large-scale TV and Out of Home campaign.

It aims to capture the excitement and enthusiasm of football fans as the Mexican Wave ripples through various settings in a city.

The campaign's centrepiece is a film that starts with a shopper watching a football player celebrate a goal on TV by throwing his arms up in the air. This action sparks a sequence of events where people on screen join in, ultimately creating a large-scale wave.

The action spills into the street and rapidly escalates, spreading through an auction room, a judo class and a garden before it reaches a crowd of football fans heading towards a stadium.

This campaign is the latest instalment in Ladbrokes’ "We Play Together" series and was created by the creative agency Neverland.

The media campaign, planned and executed by the7stars, will run on TV and video-on-demand throughout the tournament and into the new Premier League season.

Anna Kochanska from Ladbrokes commented: “Bring Your Wave is a rallying cry that will reverberate with football fans across the country. Our campaign celebrates their passion, elation and energy, while playfully capturing the mood of the nation.”

Rich McGrann, Joint ECD of Neverland, added: “This time we're excited to bring the world together around the Euros with a huge Mexican wave.”

Last year, Ladbrokes came under fire for a previous ad campaign that was deemed as potentially appealing to minors.

The ads in question – which featured tweets that engaged users with questions and polls – were ultimately banned by the ASA.

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