BBH London and Ladbrokes, a betting and gaming company, celebrates the diverse set of "lads" that are bettors. These lads, who lead a "Ladbrokes Life," are five characters. Like you did with Sex and the City back in the '90s, you're encouraged, subtly, to see yourselves as one of them. There's "The Professor," who is calculating and leaves nothing to chance; "The Gut Truster" known for his intuition; "Mr. Brightside," who is positive; "Generous John," whose name is self explanatory, and "The Believer," which the agency describes as someone who takes on any challenge -- but you might describe him as a gambling addict.
The spot was shot by Gary Freedman of The Glue Society via Independent in London, and was aimed at showing bettors in a positive, more fun light.