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.’