Ladbrokes is today launching a ground-breaking campaign that celebrates this year’s much anticipated Euro 2020 tournament and captures the joy of live sport and entertainment through drumming on a massive scale.


The campaign leads with a 60-second TV film celebrating the excitement football brings to fans and casual viewers alike, alongside activations across the nation designed to raise awareness for how the live entertainment sector has suffered disproportionately over the last year.

The TV film is the first work for Ladbrokes by creative agency Neverland, appointed as the brand’s lead creative agency in March. It will launch in a media campaign planned and executed by the7stars on Saturday, May 29, during the Champions League final, across both BT Sport and Twitter. Prior to the big launch, there will also be a series of teasers running across Sky Sports, heightening the nations anticipation for this inspiring new creative.

The film, directed by Sam Brown of Rogue Films, uses hundreds of drummers to evoke the anticipation and tension that football fans feel during a crucial penalty. As the player backs nervously away from the ball viewers can hear his heart beating in a metronomic rhythm. The camera reveals that it isn’t his heartbeat, but actually a crowd of drummers surrounding the player.

The viewer then sees that drummers are filling the entire stadium and even spilling out into the commentary box. The film then cuts to drummers in a variety of situations where fans would typically watch the game, including gathered together in a family’s living room, packed into a pub, clustered around a bus stop and across the rooftops and streets of a city.