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Hollywood A-Lister Mark Wahlberg stars in Ladbrokes.com.au advertising campaign

  • Mark Wahlberg stars as Mike Iceberg in Ladbrokes' advertising campaign
  • Wahlberg coins the phrase 'Ladbroke It'
  • The campaign will runs across online, print, broadcast and TV across Australia
Bets.com.au Staff 01 Mar 2021
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Hollywood A-Lister Mark Wahlberg has been recruited by Ladbrokes.com.au as the face of the latest advertising campaign to promote the brand and a safer gambling message.

The brand campaign is known as ‘Ladbroke It’ and sees Wahlberg star as ‘Mike Iceberg’, Ladbrokes new Chief Entertainment Officer (CEO). 

Iceberg has coined the term ‘Ladbroke It’, which is all about turning up the dial on excitement and entertainment.

The new national campaign will runs across online, print, broadcast and TV across Australia to race awareness of the online wagering features offered by Ladbrokes.com.au.

"Aussies have a great sense of humour and it was really fun to bring 'Mike Iceberg' to life," Wahlberg said. "Ladbrokes has been great to work with and I like that this campaign encourages people to gamble responsibly." 

The ‘Ladbroke It’ campaign features a series of advertising materials featuring Wahlberg as Mike Iceberg, including a landmark commercial dedicated to player protection, set to the iconic soundtrack of The Gambler. 

Ladbrokes, part of Entain, one of the world’s largest sports-betting and gaming groups, is committed to reaching over 8 million Australians with its dedicated ‘Stay in Control’ messaging. 

The message helps Aussie punters understand that if it’s no longer entertaining, it’s time to walk away. 

James Burnett, Group Chief Marketing Officer, Ladbrokes Australia said securing Wahlberg’s services and filming the campaign in the midst of a global pandemic had been challenging but deeply rewarding.

“Mark is a renowned and talented actor, and we knew he was the perfect person to front this campaign and bring the charismatic ‘Mike Iceberg’ to life,” Burnett said.

“Mark brings the entertainment factor, whilst also being able to convey the important message that if it’s no longer enjoyable, you need to know when to walk away.

“Ladbrokes is committed to encouraging Australian punters to gamble safely and stay in control of how they bet and play. ‘Ladbroke It’ is about making having a bet even more fun and unmissable for punters, whilst simultaneously being enjoyed sensibly.”

Ladbrokes Mark Wahlberg

Ladbrokes worked closely with state and federal health authorities to shoot the ‘Ladbroke It’ campaign

It was filmed at the ICC Sydney over five days in December.

The ‘Ladbroke It’ campaign will run nationally in Australia throughout the year across broadcast, print, digital, social and out of home platforms.

For more information about joining Ladbrokes and the referral code BETS, click the link.

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