The bookmakers Ladbrokes has launched a new mafia-inspired “Oddsfather” marketing campaign which will run for the next year on ITV, Channel 4 and BskyB.
The new adverts feature the ‘Oddsfather’ played by Italian sports journalist Tiziano Crudeli.
The campaign stars Tiziano Crudeli and Chris Kamara and Ladbrokes said that it aims to “boost the role of Ladbrokes’ offers and products in the narrative”.
In total there will be five ads all staring Crudeli as the Oddsfather who passes on odds and offers to the punters.
The first advert sees the Oddsfather sitting in his armchair wearing a prominent Ladbrokes ring. He is stroking his pet hedgehog and at the same time giving two gamblers odds and offers for their favourite sporting events.
The first two of the adverts, with the tagline “excitement you can’t refuse”, are to air during the Goodwood Racing Festival and the Ashes Test cricket matches.
Adam Collet, the marketing communications director of Ladbrokes, said that “Our advertising over the last two years has helped drive strong improvements in our awareness and brand consideration. We are looking to build on this strong heritage to showcase the exciting range of bets and offers that Ladbrokes has to offer our customers for the new football season and beyond.”
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