Neverland Brings Football Fans' Energy to New Ladbrokes Spot

Together with creative agency Neverland, British betting platform Ladbrokes just launched a new campaign that highlights the electrifying energy football fans have for the sport. 

The new campaign titled "Bring Your Wave" was inspired by the "Mexican Wave" — an iconic celebration fans make when their favorite team scores a goal.

Additionally, the latest marketing initiative from the betting company rides the hype wave for the highly anticipated EURO 2024 tournament, which kicked off last weekend.

Is it coming home? 👀 #Ladbrokes#England#Englandsquadpic.twitter.com/7J3TJSljLK

— Ladbrokes (@Ladbrokes) June 15, 2024

"Bring Your Wave is a rallying cry that will reverberate with football fans across the country. Our campaign celebrates their passion, elation, and energy, while playfully capturing the mood of the nation," Anna Kochanska of Ladbrokes shared in a statement.

The campaign comes as part of Ladbrokes' "We Play Together" series, planned and executed together with UK independent agency the7stars.

Neverland Executive Creative Director Rich McGrann concludes, "This time we're excited to bring the world together around the euros with a huge Mexican wave.”

Fans Bring On the Wave

The 30-second spot titled "This Euros Bring Your Wave!" kicks off with a customer walking into an electronics store, as a football game is broadcasted on all the TVs. 

The different screens then show fans doing the Mexican Wave in different locations, influencing customers, shopkeepers, and cashiers to do the same.

Slowly, everyone starts to do the celebration — people in the store, by the sidewalk, and in the park start raising their hands.

Eventually, the streets are flooded with football fans making the wave movement, raising football flags, and coming together to celebrate the start of the EUROS.

The advert culminates at the sports stadium, where a signage writes: "Bring Your Wave." 

Its spots will run on TV and OOH throughout the tournament and will continue until the Premier League season. 

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Editing by Katherine 'Makkie' Maclang