Ladbrokes ad uses new strapline following ASA ban

Ladbrokescasino.com has launched a television campaign using a new strapline following the banning of its “quench your thrill buds” advertisements in January.

The “Hide and Seek” campaign has been created by M&C Saatchi and features a man playing hide and seek with a giant primate called a Sifaka Lemur. It ends with the strapline “Don’t hide from thrills, seek them out at Ladbrokes.com”.

The activity comes three months after the Advertising Standards Authority banned the gaming operators “thrill buds” campaign for “portraying gambling in a context of toughness and linking it to recklessness”.

The ads showed people involved in bizarre situations to “quench their thrill buds”. The campaign was filmed in a documentary style and used the strapline “If only he’d seen Ladbrokescasino.com it would have quenched his thrill buds”.

The watchdog received a complaint about one execution showing a diver and skydiver going to increasing lengths to satisfy their thirst for adventure and ruled the ad breached the CAP TV Advertising Standards.

Ladbrokes hit back at the ASA, claiming that the ruling was a “ban on humour” and that the decision was an example of “political correctness going too far”.

The new campaign will run on digital and terrestrial channels.

Recommended

STV executives slugged with 20% salary cut

Marketing Week

STV, the Scottish broadcaster, will see its top executives slugged with pay cuts of up to 20% as part of its bid to cut costs. Meanwhile, it has also announced the appointment of former Channel 4 chief executive, Michael Jackson, as a non-executive director. It will be his first high-level role in the UK TV […]

EasyJet to sell Starbucks Via brand

Marketing Week

EasyJet is to offer passengers Starbucks Via Ready Brew instant coffee on flights from Newcastle, Stansted, Gatwick and Madrid. Starbucks launched the brand earlier this month in the UK and US. The brand is being trialled in London before any national roll out. Via is Shared Planet verified, meaning that the coffee comes from farmers […]

Borders UK hires new marketing chief

Marketing Week

High street book chain Borders UK has appointed Simon Moore to take over from Steph Little as its head of marketing, after Little’s decision to take a travelling career break. Moore has held various retail marketing positions at high street outlet Game, 3 Retail and the Westfield shopping centre. He will take up his role […]

Comments

    Leave a comment