Friday August 5,2011 : Online and land gambling group hopes to boost sales with Crudeli magic
 
The disappointing first half results published by Ladbrokes this week may be brightened a little by the group's latest advertising campaign, which stars the loud and eccentric Italian football pundit Tiziano Crudeli.
 
Famed for his whooping "gooooooal" celebrations, the commentator who has become a star on Italian television features prominently in Ladbrokes commercials starting this weekend in the UK on Sky TV.
 
Talking about the new campaign, Ladbrokes chief executive Richard Glynn said of Crudeli: “He is passionate about sport and will help convey the fun and excitement of betting.”
 
Ladbrokes needs the lift; its most recent results showed that profits slumped 31 percent to GBP 71.8 million in H1-2011. That included a GBP 4 million loss on high roller action, particularly on bets that Barcelona FC would win last season’s Champions League final.