Ladbrokes refreshes image in first work from Saatchi & Saatchi

Just four months after winning the Ladbrokes business, Saatchi & Saatchi has launched a refreshed look for the brand, asking punters if they are ‘Up for the Challenge’?


With the countdown now on to the AFL and NRL finals, and with the English Premier League back in action, the campaign breaks from the humorous conventions that have become a mainstay for the gaming industry in favour of using raw, earthy images of sports and punters.

The minute-long work is set to the soundtrack of a ticking clock with a voiceover asking “are you up for the challenge?”

“To challenge the players, the hallowed grounds, the system, the voices in your head, us, yourself…”

And so the ode to a punt continues throughout the ad. “This is self-belief, predicting the unpredictable and backing yourself, right or wrong.”

The works ends with the question: “Are you up for the challenge? Good.”

The campaign will roll out across print, digital, social, broadcast, radio and cinema.


  • Client: Ladbrokes
  • CEO: Dean Shannon
  • Marketing Director: Graham Latter
  • Campaign Director: Scott Stephenson
  • TV producer: Liam Brown
  • Creative Agency: Saatchi & Saatchi Australia
  • Executive Creative Director: Mike Spirkovski
  • Creative Director: James Daniels
  • Art Director: V. Wassim Kanaan
  • Agency Producer: Honae MacNeill / Kate Gooden
  • Group Account Director: Ian Hartley
  • Account Director: Ken Attard
  • Production
  • Production company:The Sweetshop
  • Director: Noah Conopask
  • Producer: Kim Kirby
  • Stills production: The Pool Collective
  • Stills photographer:Ingvar Kenne

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