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Aug 08 2011

Ladbrokes Captures Excitement of Sports Betting in Fresh Ad Strategy from SapientNitro


LONDON, UK–  August 9th, 2011 SapientNitro, part of Sapient (NASDAQ: SAPE), is pleased to announce that Ladbrokes has unleashed excitable Italian football commentator, Tiziano Crudeli, as the face of its new advertising campaign for the start of the football season. The campaign, called ‘Game On!’, conveys the excitement that betting elicits and is the first advertising work by Ladbrokes’ new lead creative agency SapientNitro.


Tiziano Crudeli is a cult commentator in football circles for his undisguised support of AC Milan and comical displays of football passion. ‘Game On!’ captures Crudeli at his frenzied best and lets viewers experience the excitement that Ladbrokes’ products deliver.

The ‘Game On!’ ads broke last weekend, as the 2011/12 football season got under way on August 6th.


The ads see a delirious Crudeli celebrating at incongruous moments in a football game, such as corners and yellow cards, when Ladbrokes’ Bet In Play app delivers live results against live odds.


The 30-second executions are designed to reflect the excitement of Ladbrokes In-Play Betting product during a match. Elements of the advertising, such as the Jumbotron display seen behind Crudeli, will change each ad break to show real-time live odds on-screen.


SapientNitro worked with director James Griffiths at Moxie Pictures, who is renowned for his ability to capture natural and believable comedy in feature films and TV (Episodes, Free Agents) and commercials work (BT, VW, Barclays).


The ‘Game On!’ TV ads are part of a fully integrated campaign by SapientNitro, which is Ladbrokes’ digital technology and experience partner. ‘Game On!’ will also run on online interactive ads, in which Crudeli explodes with excitement as the user places their bet.


In-store communications and promotional activity using the ‘Game On!’ theme rolls out to 2500 Ladbrokes outlets this week.


Malcolm Poynton, Chief Creative Officer at SapientNitro, says: “"Game On! is much more than just an ad campaign, it captures all things Ladbrokes. In Tiziano we have a loveable, infectious, always turned-up-to-11 expression of the excitement Ladbrokes deliver. Game On! puts the product at the heart, giving viewers a taste of that excitement and calling for a response, then and there, by broadcasting live odds. In Tiziano's words, In-cred-i-bile!"


Here’s a link to one of the ads for you to enjoy:



Chief Creative Officer: Malcolm Poynton               
Art Director & Creative Director: Ben Callis
Copywriter & Creative Director: Justin Barnes
Group Account Director: George Porteous
Agency Producer: Stephen Worley
Lead Designer: Adam Brewster
Designer: Steve Vaughan
Director of Photography: Magni Ágústsson
Director/ Production Co: James Griffiths, Moxie Pictures
Producer: Jess Ensor
Editor: Alastar Jordan, The Whitehouse
Post Production: The Mill
Sound Design: Wave
Print Production: Mick Bailey


About SapientNitro
SapientNitroSM, part of Sapient®, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce and the technology that binds them, we influence customer behaviour across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Citi, The Coca-Cola Company, Foot Locker, Singapore Airlines, Target and Vodafone through our operations in North America, Europe and Asia-Pacific. For more information, visit or follow us on Twitter @sapientnitro.


About Ladbrokes
The name Ladbrokes is synonymous with betting and gaming: the hallmark of a premier brand. The Company, the origins of which date back to 1886, employs over 14,000 people in Britain and over 16,000 in total. It is one of the world’s leading betting and gaming enterprises. Ladbrokes is a market leader in retail bookmaking in the UK, Ireland, Belgium and Spain where it operates a combined total of more than 2,700 betting shops. The Company also operates betting facilities at eight FA Premiership grounds and nine racecourses, including Ascot. In addition to its extensive retail presence Ladbrokes offers thousands of betting markets on a daily basis via the Internet, mobile Internet and telephone. The telephone betting operation services 85,000 customers, while, the Company's online betting and gaming facility, has attracted nearly 800,000 active clients. Betting is offered via 13 tailored sites in nine different languages; supporting 17 currencies. The site incorporates the highest levels of security, which underwrite an integrated array of sports betting and gaming services available 24 hours a day, 365 days of the year. Ladbrokes is focused on building its digital capabilities to realise its vision of becoming a fully e-enabled international betting and gaming business

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