Ladbrokes is putting personal satisfaction at the heart of its brand in a new creative platform, ‘That’s Ladisfaction’.

The creative platform has been created by Atomic, and has been designed to showcase Ladbrokes more personal approach to betting.

In a market defined by odds and numbers, Ladbrokes is aiming to give its customers a more bespoke betting experience. The ‘That’s Ladisfaction’ campaign aims to communicate more individual features and approaches to gaming and betting. The term ‘ladisfaction’ has been created to bring to life the feeling of satisfaction when bets, games and rewards suit the individual.

At the heart of the campaign are three TV spots: ‘The Bet Builder’, ‘LadBucks Choices’ and ‘Play Safe’. In ‘The Bet Builder’ audience see Josh, a fan creating his BeREt Builder. The Bet Builder is a tool that allows you to bet on multiple outcomes within a single event. Josh creates his bet in his own unique and personal way, consulting friends, analysing signs and even playing against his family team. In ‘LadBucks Choices’, Maggie finds her local supermarket car park suddenly full of the wonderful rewards she can choose with her LadBucks, virtual tokens earned through gameplay and promotions, winnings. While ‘Play Safe’ aims to take a more exciting and impactful approach to the safer gambling message.

“We wanted our creative platform to put Ladbrokes back at the heart of British betting and gaming culture and showcase a brand that is relatable, funny and surprising. ‘Ladisfaction’ reflects this, and we are really excited about seeing it come to life over the coming months across football, racing and gaming,” explained Charlotte Emery, Chief Marketing Officer at Entain UK.

Directed by Mark Albiston through Merman, the films combine people-first storytelling with dry sense of humour. Atomic London's creative director Peter Heyes created the campaign, alongside ECD John Cherry, creative director Miles Bingham and creative Sam Isaacs. The campaign is the first by Atomic London after being appointed as Ladbrokes’ lead creative agency in June.

The campaign launch coincides with the start of the football season and will span TV, BVOD, digital, paid social, radio, and a nationwide out-of-home push. 

Social and influencer strategy has been led by Atomic Supernova and will see activations designed to tap into football culture and the joy of play, running across Meta, Snap, X and Reddit.