Ladbrokes is today launching a blockbuster film with one of the most ambitious uses of VFX ever. In a world first application of bespoke created technology, viewers will see Rocky’s … read morefamous run in an entirely new way. Using the original famous footage and backdrop of Philadelphia from Rocky II, a current day cast of characters replaces the original crowd, joining Rocky on his iconic run, ending with the big steps finale. Titled ‘Rocky’, UK entertainment brand Ladbrokes has achieved the biggest character replacement in Hollywood history by digitally replacing the original cast with hundreds of modern sports people, drummers, horse riders, drag queens, dancers, gymnasts and many, many others. The film ends with the brand’s line ‘We Play together’. The campaign is the latest work for Ladbrokes by neverland, the brand’s lead creative agency and follows, ‘Balloon’ and ‘Drummers’. It will launch in a media campaign planned and executed by the7stars on August 19th, the day before the Anthony Joshua v Oleksandr Usyk fight. The launch film will run during flagship entertainment programmes including House of the Dragon, Gogglebox and The Last Leg, as well as accelerated YouTube activity during the launch weekend. The TVC will also feature in top Premier League fixtures on Sky and BT Sport over the weekend, culminating with a spot at full time in the Manchester United v Liverpool match on the 22nd of August.
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