Ladbrokes celebrates true mateship with Mates Mode via The Monkeys

Entain Group’s online wagering brand Ladbrokes has launched its first campaign under the creative direction of Accenture Interactive’s The Monkeys, celebrating the launch of its new betting product, Mates Mode.


Building on the brand’s ‘Ladbroke it’ platform, the campaign uses humour to showcase the fun of true mates to prove that everything is more fun when you do it with mates.

The campaign is the second completed by The Monkeys for global sports betting and entertainment operator Entain Group, following the creative agency’s appointment to the group’s portfolio in October 2021.

The new creative partnership was first launched last month for Entain Group’s Neds brand, building on the ongoing Neds Level brand platform.

The new Ladbrokes Mates Mode product allows punters to create groups and share their punting experience together through the Ladbrokes mobile app. Punters will be able to chat within their group, share their bets and start separate betting pots.

The new campaign is the latest from the wagering brand since the launch of the Mike Iceberg campaign in March last year. The campaign, which featured Mark Wahlberg in the role of chief entertainment officer Mike Iceberg, was pulled by Entain in late 2021 after the ad was found to be in breach of the Australian Association of National Advertisers (AANA) Code of Ethics by the Ad Standards Community Panel, for displays of violence.

James Burnett, chief marketing officer of Entain Group Australia, says: “For our Ladbrokes punters, we’re thrilled to now offer them Mates Mode. We know there is nothing more enjoyable than experiencing racing and sport with mates, so we’ve mirrored this experience through our new best-in-class product, Mates Mode, for our customers, and we hope our new campaign leaves our customers smiling.”

Directed by Benji Weinstein and set to Andrew Gold’s iconic Thank You For Being a Friend, the spot heroes four mates who do everything together – from walking their greyhound, to the first dance at a wedding, to skydiving, to cheering on a winner at the racetrack.


Client: Entain Group (Ladbrokes)
Group Chief Marketing Officer: James Burnett
GM Marketing – Ladbrokes: Sam Tomson
Assistant Brand Manager: Bronte Bendeich
Brand Coordinator: James Milner
Head of Creative Services: Keira Samuel

Creative Agency: The Monkeys, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
Senior Planner: Dave Collins
National Head of Production: Romanca Mundrea
Creative: Zeneon Predecki
Creative: Cody Naetzker
Senior Craft Designer: Raph Tamkalis.
Senior Producer: Eliza Malone
Production Coordinator: Genya Mik
Group Content Director: Sophie Gosper
Content Director: Tom Patterson
Content Manager: Isaac Montebello

Production Company: FINCH
Director: Benji Weinstein
Executive Producer: Corey Esse
Producer: Caroline David
DOP: Germain McMicking
Art Director: Enzo Iacono

Post Production Edit: ARC
Producer: Michaela Fenton
Offline Editor: Drew Thompson

Post Production Online and Grade: Atticus
Executive Producer: Amelia Bromley
Producer: Kani Saib
Colourist: Ben Eagleton
Online/VFX: Drew Downes

Sound: Bang Bang Studios –
Engineer – Sam Hopgood
Producer – Polly McGregor
Music – Level 2 – Mel Jong and Karl Richter


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