Anticipation, excitement, expectation. Three universal human emotions which are at the heart of a vibrant campaign  for Ladbrokes, created by Neverland. 

The campaign, which brings back the brand's drummers, kicks off with the first phase of creative ‘The Wait’, which runs across TV, out of home and digital. The spot features drummers slowly raising their drum sticks aloft and hearing the sound of commentary building, raising the tension and anticipation ahead of the weekend, before we cut to black.

Then as we get closer to the weekend game, the campaign will switch to a second phase, ‘Game Day’. We’ll see the same drummers going full throttle, releasing a thunderous pelt of earth-shaking, drumming action, entirely living their passion and support for their club. 

Launching with the first set of fans this month; it's clear that both Ladbrokes and Neverland instinctively recognise that its #HerGameToo. 

The campaign will be refreshed with a new cast in October to showcase more clubs and fans. Alongside the film, Outdoor and Digital, Ladbrokes will use live OOH to welcome fans back to their clubs and then celebrate with them as the season progresses. 

A nationwide digital out of home campaign throughout the season will deliver contextual localised messaging, and tap into the big football topics of the week. On the opening match of the season, Ladbrokes will target the fans of all 92 league clubs in England with specific messages welcoming them back for the new season through a combination of OOH and digital advertising.

The two-phased approach delivers authenticity for the brand, as well as the opportunity to connect with fans ahead of rival brands and cut through the noise of a highly-cluttered market. The media campaign was planned and executed by long-term partners the7Stars.

This will be supported by multiple cross-channel activations, including online video and social, radio, print and OOH across more than 2,500 sites across the UK.

Ladbrokes head of brand marketing Stewart Townsend, explains: “Our latest campaign brilliantly captures the excitement of football and helps to establish Ladbrokes as an entertainment brand. The drummers are back and we are using them to express the tension and anticipation that fans feel in the days and hours leading up to a weekend kick-off.”

Jon Forsyth, Co-Founder of Neverland, added: “After grabbing the nation's attention with a tension busting penalty bonanza, the drummers are back to play us into the new season.”

Football plays a unique role in culture; a fact reflected by the impact of the loss of the game in the midst of the Coronavirus crisis. The traditional anticipation that accompanies a new season feels particularly precious this year; a moment that matters that is beautifully marked by this campaign. A long-term commitment to brand building which delivers both authenticity and excitement to the brand.