Ladbrokes the First TV Advert in the UK
17th October, 2007
The British bookmakers Ladbrokes have become the first to take advantage of the more lenient advertising laws that have been introduced as of 1st September it has been possible to promote gambling products on television. The use of sexual innuendo and mention of deposit bonuses or the chance to win money are strictly forbidden as a pre-emptive strike against addicted gambling. The advert is targeting 18 to 34 year old gamblers whose preferential bets are football based.
The advert stars are Jimmy Hill a presenting legend, along with ex footballers Ally McCoist, Ian Wright, Lee Dixon and Chris Kamara. The launch of the £5 million took place during the half time break in the Champions league match between Manchester United versus Roma on ITV1 on October 2nd.
The ad opens with Ally McCoist going to a greasy spoon cafe and greeting Ian Wright, Lee Dixon and Chris Kamara by calling them “Salad dodgers”. They start a discussion about who will win the Premiership. Jimmy Hill plays the cafe cook. They start a discussion about who will win the Premiership - involving a large amount of verbal harassment of each other.
The chief executive of Ladbrokes, Chris Bell, said: "These ads capture the fun of having a flutter on football and testing your opinion - something millions of people already enjoy every week. We're pleased to be the first to air with betting advertising."
