Ladbrokes has launched its latest Australian brand campaign featuring Hollywood star Mark Wahlberg.
Created by Thinkerbell and production company Finch, Ladbroke It is a national campaign focused on horse racing.
Wahlberg stars as Mike Iceberg, Ladbrokes new chief entertainment officer.
The campaign will run nationally throughout the year across broadcast, print, digital, social and out-of-home platforms.
Ladbroke It_60"_Thinkerbell from Thinkerbell on Vimeo.
"Part of our creative challenge was literally this: Use Mark Wahlberg to help us make racing even more exciting,” says Thinkerbell national chief creative tinker Jim Ingram.
“Cue big shiny red Harley Davidson Horse and a dancing ATM…
“Our creative strategy in this was to use Mark as an actor playing an actual role, Mike Iceberg, rather than a celebrity endorsement. Christopher Riggert brought all his crazy and the whole Finch team did a brilliant job bringing Iceberg to life.”
The work also includes a significant, dedicated Responsible Gambling commercial, set to the iconic soundtrack of “The Gambler”.
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