Today, most online casinos will only encourage people to play casino games at their site via internet advertising. Yet the European online gambling company, Ladbrokes, is now boldly turning to gambling audiences via your TV screen. Yes, the company has invested over £2 million in a multimedia TV marketing campaign that is designed to encourage thrill seekers to play casino games exclusively at their site.

Produced by TV Company Knucklehead and formulated by M&C Saatchi, the advertisements are based on Ladbroke’s band new slogan, “Quench Your Thrill Buds”. As such, Directors Zak and Dan (award-winning short film makers for Stella Artois) attempted to interpret the emotional thrill ride associated by the casino with the ability to play casino games online, and the overall online gambling experience.

This was achieved by creating a series of three advertisements titled “Climb”, “Shark” and “Parachute” respectively, which tell the stories of ravenous thrill seekers out on a quest to find the ultimate thrill. In each advert, the limits are pushed in fatal and yet comical ways, and the central character resorts to Ladbrokes Casino in order to play casino games instead.

The first of the new series of adverts was aired on the 9th of April, and featured a documentary-style mountaineer recalling the tales of his old friend Pedro. A sequence of scenes are shown in which Pedro would go to absurd lengths in his attempt to find that life-changing thrill – including trying to climb a mountain with his hands tied behind his back and covered in oil – before dying. At the end, we are told that Pedro could have quenched his thirst for thrills simply by deciding to play casino games at Ladbrokes.

Head of Marketing at Ladbrokes, Natalie Coles, is confident that the new ad campaign will encourage many new players to come play casino games at their site.