Ladbrokes, the UK gaming operator, has announced the launch of a brand
new TV ad across the country's media.
The company hopes that the new promotion will not earn the wrath of the
notorious Advertising Standards Authority which has banned two of the group's
ads in the past for promoting 'recklessness'.
The current ad uses a Hide and Seek concept, showing a deserted city scene as
a background for a man playing hide and seek with a giant lemur.
The line of the ad reads: "Don't hide from thrills; seek them out at
Ladbrokes is hoping that the image of a man playing hide and seek with a
lemur does not have any connotations of recklessness whatsoever, after its first
two ads got the chop by the ASA.
One of those ads depicted a story being told about a parachutist who was such
a thrill seeker that he used smaller and smaller parachutes on his jumps until
he met his untimely demise by using a crisp packet...
The other ad depicted the tale of diver who was so desperate for thrills that
he tied sausages to his seal costume wet suit and went diving with the sharks...
A spokesman for Ladbrokes, Ciaran O'Brien said about the new promotion that
will run on land and digital channels in the UK: "Our earlier award winning ads
were very popular, and we're sure these will prove equally as successful."
The campaign, which cost millions of pounds to create, was developed by M&C