Kammy Strikes Again in ‘Unbelievable’ New Ladbrokes Campaign

Big Al’s Creative Emporium kicks off the Premier League season with two new ‘unbelievable’ TVCs for Ladbrokes, featuring the nation’s favourite football pundit, Chris Kamara.

Created and produced by Big Al’s, the campaign marks its first work for Ladbrokes since winning the £40m account earlier this summer.

In ‘Penalty’ and ‘Salmon’, Kammy lends his iconic commentary and infectious energy to various startling sporting moments, dishing out his instantly recognisable catch phrase – ‘unbelievable!’ – in the process. The comedic TVCs, which are supported by digital OOH creative work, were created to promote a suite of offers and promotions in support of a wider New Season campaign for Ladbrokes.

Big Al’s was recently appointed by Ladbrokes Coral to the account following a competitive pitch. Having already been the agency of record for Coral for three years, Big Al’s is bringing its heavyweight experience in transforming the creative of betting brands such as Paddy Power, Betfair, and Pokerstars to Ladbrokes.

Taking over at the start of the new football season, the creative emporium worked off the brief to create and produce a new multi-channel campaign for the brand. It reinvented Ladbrokes’ decade-long relationship with Kamara – one of the longest ones in the industry – for this latest campaign.

Stef Jones, Creative Partner at Big Al’s Creative Emporium, commented: “Ladbrokes is a world leader in online betting and gaming, so naturally, we’re chuffed to win the account and are excited to work closely with them to elevate their brand with our creative. Chris Kamara’s fun and infectious approach fits perfectly with the brand personality. We look forward to bringing more hilarious footage to the screen for Kammy to have a go at.”

Penalty and Salmon are now live on TV and digital OOH. They will be followed by further instalments of the campaign.


Creative Agency – Big Al’s Creative Emporium
Creative – Kevin Balwin
ECD – Tom Burnay
Producer – Ali Fraser
Production Company – Hotspur&Argyle
Director – Theo Delaney
Post-Production – Framestore
Sound – Guilt Free Post

Source: Big Al’s Creative Emporium

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