BBH debut campaign for Ladbrokes takes betting ads up a notch – but do we really want to go there?

Well this is controversial stuff and no mistake. At one point in BBH’a debut campaign for struggling UK betting firm Labrokes someone says: “You don’t choose a bet, it chooses you.” Which could be another person’s definition of addiction.

I bet they agonised a bit about this in Kingly Street, quite a puritanical agency in many ways.

It’s certainly a lot classier than most of the betting campaigns on offer (and they’re wall-to-wall in the UK at the moment). And BBH has obviously done its research to get inside the heads of the punters, living ‘The Ladbrokes Life.’

But it’s a strange definition of a ‘life.’

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