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Aug 13 2012

Ladbrokes Unveils Football-Obsessed Campaign for Season Opener


London, August 14th 2012 – SapientNitro, part of Sapient (NASDAQ: SAPE), has created a new TV ad for Ladbrokes that heralds the start of the domestic football season with a passionate reminder that, for real fans, nothing else matters.


Featuring Tiziano Crudeli, the passionate Italian football commentator and face of the Ladbrokes ‘Game On!’ campaign, the ads humorously remind everyone that ‘football is on’. With the start of the domestic season just around the corner, Tiziano is so excited that he simply cannot contain himself – he even interrupts other ads to ensure the thrill of betting on football is their sole focus.


‘Shampoo’ starts out as a seemingly generic shampoo ad featuring the Sky football pundit and ex-footballer, Chris Kamara, promoting the fictitious ‘Manwave Proscalp’. Kamara is seen posing on set with a beautiful young model, before chaos breaks out on set as a kicked football knocks the model off her feet and into the shower.


Crudeli then storms onto the set shouting “Kammy, shampoo no! Football is on!”, before whipping away Kamara’s towel and swinging it above his head screaming “football is on” repeatedly as Kamara cowers in the corner and tries to cover his modesty.


The 30-second ‘Shampoo’ broke on August 12th on ITV at 13.45, ahead of the Community Shield match and traditional season opener. It debuts as a ‘live odds’ ad and will then run on ITV and Sky channels for the full football season.


Adam Collett, Marketing Communications Director at Ladbrokes, says: “Our Game On! campaign has been a great success for Ladbrokes since its launch and this new execution takes us even further down the road of delivering the excitement of betting to our customers. Tiziano Crudeli and Kammy are a brilliant, funny and powerful team helping us communicate our brand in a truly engaging and entertaining way.”


Malcolm Poynton, Chief Creative Officer at SapientNitro, says: “In this campaign we wanted to parody the endless number of ads throughout televised football that use retired sportsmen and women to promote brands, all which take themselves way too seriously. Our audience likes a laugh and that's what this campaign delivers along with Ladbrokes’ trademark 'excitement' - Kammy also discovered a new take on Game On!”


YouTube TVC:


Credits Chief Creative Officer: Malcolm Poynton

Creative Director: Ben Callis & Justin Barnes

Art Director: Mickael Charbonnel

Copywriter: Zoe Hough

Account Director: George Porteous

Strategic Planning Director: Chris Baker

Agency Producer: Stephen Worley

Photographer: N/A

Director/ Production Co: Rosey, Radical

Producer: Seth Wilson, Radical

Editor: Julian Tranquille, Cut & Run

Post Production: Framestore

Sound Design: Angell Sound

DoP: Tat Radcliffe

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 behavior 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, Lufthansa, 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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