Ladbrokes has launched a tongue-in-cheek press campaign in the style of a missing persons poster offering a £20 reward to find the one viewer who complained to the advertising regulator and got the betting company's TV ad campaign banned.
The company, which today called for a review into the Advertising Standards Authority's ruling banning the two TV ads for its Ladbrokescasino.com online business, has taken out one-page ads in the Sun and the Racing Post.
Ladbroke's press ad campaign features a mock-up of a police photo-fit of a man's face, under the headline "Missing (a funny bone)".
The complainant is described in the ad as: "Body Type: Busy. Nose: Severely out of joint. Last Seen: Throwing toys out of pram."
"We bear them no ill will, we just want to give them a big bunch of flowers and a hug to say sorry," runs a line in the ad.
Ladbrokes goes on to ask readers to see if any of their friends watched the tongue in cheek TV ads for Ladbrokescasino.com "without so much as a snigger".
If so, says the ad, "we may have found our man, and you could earn yourself £20" to use on the casino website.
The ASA banned two tongue-in-cheek Ladbrokescasino.com TV ads for portraying gambling in a "context of toughness" and linking the pastime with recklessness.