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Mar 12 2012

Ladbrokes Creates TV Campaign for Cheltenham Racing Festival


 John McCririck and Tiziano Crudeli star in the new ads from SapientNitro


London, Tuesday 13th March 2012 – SapientNitro, part of Sapient (NASDAQ:SAPE), has created a new 30” TV ad and a series of 10” sponsorship idents to promote Ladbrokes as the go-to bookmaker at this year’s Cheltenham Festival.


The ads break today and will be on air throughout the duration of The Festival (March 13th - 16th March) on all major terrestrial and digital channels. The idents will support the racing coverage on ATR (At The Races) and RUK (Racing UK).


The new campaign features Tiziano Crudeli, the passionate Italian commentator and face of Ladbrokes, who is sharing his excitement for Ladbrokes free bets with other racing punters. Whilst enthusing about the offer, Tiziano interrupts English horse racing pundit and eccentric, John McCririck, as he attempts to deliver the latest racing odds to camera. The spot ends with the two characters battling to be heard, with entertaining results.


Malcolm Poynton, Chief Creative Officer at SapientNitro, says: “Cheltenham provides the perfect opportunity for Ladbrokes to share their excitement for racing with their audience. Tiziano’s unbridled enthusiasm contrasts with McCririck’s serious racing expertise to provide an entertaining spot capturing all the fun and excitement of the track.”


Here’s a link to the ad for you to enjoy:



Chief Creative Officer: Malcolm Poynton

Creative Directors: Ben Callis & Justin Barnes

Art Director: Laura Fisher

Copywriter: Claire Baker

Group Account Director: George Porteous

Account Director: Kate Ilott

Strategic Planning Director: Chris Baker

Agency Producer: Stephen Worley

Director: Russell Bates

Production Company: Crossroads Films UK

Producer: Hera King 

Editor: Tim Hardy, Stitch

Post Production: Framestore

DoP: Michael Wood

Media Planning/Buying: Tim Williams, Walker Media


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.


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 Chrysler, Citi, The Coca-Cola Company, 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


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Sapient is a registered service mark of Sapient Corporation.

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