The Drum Awards Festival - Extended Deadline

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Client: Coral
Date: May 2018
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Coral has unveiled its latest TV ad campaign, which was created by newly appointed agency Alpha Century. The campaign introduces Sports Rodstein, the world’s biggest sports fan (although not the savviest) played by Hollywood star and comedian Danny McBride.

The new 60-second ad aired during the second break of the Champions League final and will run throughout the summer during the World Cup across TV, print, social media, digital and point-of-sale.

The campaign encourages bettors to keep their heads and make savvy bets and the ad introduces Coral’s new strap line, ‘The smart money’s on Coral’ using Sports Rodstein as the very opposite to a savvy bettor. The 60-second spot taps into the humour provided by Danny McBride’s character, and delivers an ad that creates memorability and instant impact.

Coral’s Marketing Director, Alexis Zamboglou says: “We wanted the campaign to create distinction from that of other brands. In the same vain as Super Bowl half-time ads, Coral is hoping to utilise the huge Champions League audience by creating an ad which speaks to the UK and taps into their emotion when they’re at their peak.

“Sports betting and gaming is fun and exciting and the aim was to capture this in the new ads. We think Sports Rodstein will resonate with sports fans. The character represents the hilarious comedy that Danny McBride is known for and delivers a memorable and impactful ad.”

Danny McBride added: "Ever since I heard we were sending Megan Markle over to sort out the Royal family, I’ve been looking for my excuse to get involved in UK culture. Coral was the perfect partner for me."

American filmmaker David Gordon Green directed the ad and his credits include Pineapple Express and Your Highness.


Creative Agency: Alpha Century

Media Agency: the7stars

Director: David Gordon Green

Executive Creative Director: Barnaby Girling

Creative Director: Nathan Church

Production Company: Alpha Century

Major Talent Casting: Talent Republic

US Production Company: Chelsea Pictures

Agency Head of Production: Ed Pettit

Agency Senior Producer: Dan Smith

Assistant Producer: Jake Ainsworth

Agency Production Manager: Claire Adcock

Head of Strategy: Matt Buttrick

Client Service Director: Suzi Napier

Senior Account Manager: Holly Paton

Account Executive: Melissa Adamou

Editor: Geoff Hounsell and Will Husell - Arcade

Post production: Framestore

Audio: Lee Willis - Silk