Our Ladbrokes TVC woke up the big bad wolf

As I wrote before the weekend, our TVC for Ladbrokes starting running in Sweden, Norway and Denmark.
The idea is “Svenska spel – engelska odds” and is a direct hit against the main competitor brand that happens to be very generic.
Svenska Spel translates = Swedish sport betting, which is more or less exactly what Ladbrokes provides only with better odds.Now Svenska Spel, (not the capital S in spel) – the largest gaming company in Sweden and is owned by the Swedish state – has threatened to sue Ladbrokes. I’m very curious to see how the story continues.
More about it in Dagens Media and Resumé.