Labrokes has launched a new TV spot introducing “The Oddsfather” in a nod to the classic film.
Italian football pundit Tiziano Crudeli plays the don, complete with a Ladbrokes pinky ring and a pet hedgehog. Football Chris Kamara also stars as one of his henchmen.
The campaign was created by SapientNitro and is set to run over the next 12 months on ITV, Channel 4 and Sky. Other ads in the campaign will focus on online and mobile offers.
Adam Collett, marketing communications director at Ladbrokes, said: “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.”
The campaign will air during key sporting events including the Goodwood Racing Festival and the remaining Ashes Test cricket matches, and build up ahead of the coming football season.