Cannes Lions

Rocky

MJZ, Los Angeles / LADBROKES / 2023

Film
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Overview

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Credits

OVERVIEW

Background

As gambling in the UK becomes increasingly regulated, Ladbrokes (one of the UK’s best known gambling firms) is evolving its business to become an entertainment brand, appealing to a broader more recreational audience.

The strength of an entrainment brand comes from mass appeal so we had to create a campaign that would connect with both our current customers and the wider public, who haven’t previously considered the brand and category.

We needed to keep current consumers engaged, excited, and with us on our journey of transformation, whilst also re-introducing Ladbrokes to non-consumers to help shift their perceptions of the brand and category.

To engage both audiences, we turned away from classic gambling ad tropes and looked to the home of entertainment: Hollywood. We re-imagined an iconic moment these audiences knew and loved – Rocky’s run through the streets of Philadelphia.

Execution

The brief: To re-arrange and re-record ROCKY’s iconic theme song - ‘GONNA FLY NOW’ - in a way that condenses its epic build to 90 seconds whilst staying true to the original composition, maintaining the genre and enhancing emotion of the original artist recording. The end result is instantly recognisable as the Rocky theme song.

The new arrangement needed to be noticeably different from the Original Artist Recording and features elements that set it apart and make it our own.

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