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There can’t be much more powerful a play in advertising than nostalgia, and—in reviving one of cinema’s most iconic moments featuring everyone’s favorite fictional boxing champion Rocky Balboa in a modern take—bookmaking brand Ladbrokes is betting big.
Featuring ambitious special effects, the 90-second spot sees Sylvester Stallone on his pre-match marathon run through Philadelphia in Rocky II, just before his rematch with Apollo Creed, where he is followed by those he passes along the way. This has been reimagined using both old and new footage to feature a modern crowd joining the run, from jockeys on horses to drag queens, gymnasts, soccer players and many more sports people.
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