Online Casino Firm Unveils New Ad Campaign

Online casino operator changes approach for new advertising campaign.

Ladbrokes Casino has explained its decision to make a giant lemur the star of its latest advertising campaign.

The online casino operator recently launched a new television advert for terrestrial and digital channels in which a man plays hide and seek with a Sifaka lemur in a deserted city.

Concluding with the strapline 'Don't hide from thrills, seek them out at Ladbrokescasino.com', the advert is Ladbrokes Casino's first effort since having its previous TV campaign removed by the Advertising Standards Authority (ASA) in January.

The new campaign was developed by M&C Saatchi and has been interpreted as a deliberately light-hearted attempt to raise awareness of the Ladbrokes Casino brand.

"Our earlier award-winning ads were very popular and we're sure these will prove equally as successful," said Ladbrokes spokesperson Ciaran O'Brien.

The company's previous adverts, which featured fictional characters involved in daredevil situations, were banned after the ASA deemed that they could link gambling to reckless behaviour.