Ladbrokes & SapientNitro Launch ‘The Oddsfather’

 

SapientNitro, part of Sapient, has created a new TV campaign for Ladbrokes which introduces ‘The Oddsfather of Betting’ – a character representing the authority on betting, delivering the most exciting odds for punters. The first work breaks today.  

Featuring excitable Italian football pundit Tiziano Crudeli who has undergone a brooding makeover in the mould of a mysterious don, the comic spots show him as “The Oddsfather” sitting in an armchair wearing a Ladbrokes pinky ring and moodily stroking a pet hedgehog. He is flanked by another familiar Ladbrokes face ‘Kammy’ (footballer Chris Kamara), who plays the part of Crudeli’s henchman.

 

Crudeli acts the part of a silent but authoritative Don, granting punters great odds and offers for their favourite sporting events. In stark contrast to previous campaigns, he remains silent and serious, whilst the excitement is played out on the faces of two Ladbrokes punters. 

This change in direction was prompted by a strategic decision to boost the role of Ladbrokes' offers and products in the narrative, and to bring more authority and drama to the brand image.

The campaign comprises five executions and the launch spots promote a great new development from Ladbrokes - double enhanced live odds on football - which is a first for the company and guaranteed to dial up the excitement for bet-in-play punters. Later ads in the series will focus on online and mobile acquisition offers, as well as Casino gaming offers.

The first spots to air, ‘Flat' and 'Control Room' feature the tagline: 'Excitement you can't refuse', and will air over the Goodwood Racing Festival and the remaining Ashes Test cricket matches. The campaign will build towards the start of the new football season, with new live odds creative airing during the Community Shield and for the first weekend of the Premier League.

The campaign is planned to run over 12 months and will launch on ITV, Channel 4 and Sky.

Adam Collett, Marketing Communications Director, Ladbrokes, says: “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”.”

Malcolm Poynton, Chief Creative Officer, SapientNitro, says: “The catch phrase “Game On!” captures the excitement Ladbrokes shares with punters and we’re delighted it’s already become part of popular culture. In the Oddsfather we have created ‘the Don’ of betting to reflect Ladbrokes’ authority on betting - making punters an offer they can’t refuse.” 

Credits

Chief Creative Officer: Malcolm Poynton
Creative Directors: Ben Callis, Justin Barnes
Art Director: Sally Skinner
Copywriter: Craig Mandell
Account Director: Naomi Hirst
Strategic Planning Director: Chris Baker
Agency Producer: Stephen Worley 
Director/ Production Co: Geordie Stephens / Mustard
Producer: Doochy Moult
Editor: Julian Tranquille, Cut + Run 
Post Production: Envy
Sound Design: Angell Sound 
Media planning/buying: Walker Media