Monday October 7, 2013 : CORAL LAUNCHES CORNERMAN TV CAMPAIGN
Features excitable cornerman in unexpected setting
Bookmaker Coral has launched a new boxing-themed TV Campaign developed by DLKW Lowe.
The "cornerman" campaign comprises two TV ads featuring Enzo Calzaghe – a boxing trainer, cornerman and the father of Joe Calzaghe, the retired Welsh professional boxer.
The first of the 30-second ad spots feature a man on his sofa watching TV. During a "commercial break" Enzo Calzaghe suddenly appears and treats the man to a pep talk, water and some medical attention while a minimally dressed woman struts around in the background holding up a board.
The second ad is set in a pub and follows a similar scenario. Both ads see Enzo Calzaghe urging the spectator to use Coral's mobile app during his pep talk.
According to CampaignLive, both spots will run on ITV and Sky channels and form part of a wider campaign which also includes ten short films available to view online.
"We wanted a campaign from DLKW Lowe that would stand out from the crowd, grab consumers’ attention and make them want to visit our app and/or website. The ‘Cornerman’ campaign does exactly that and fits in perfectly with our current ambitions as a brand," said Matt Prevost, marketing director at Coral.
Dave Henderson, joint executive creative director at DLKW Lowe added: "Standing out from the crowd in the online betting industry is tough, but not impossible. "We’re confident that consumers will love Enzo’s homespun philosophy and eternal optimism, and look forward to seeing how consumers react to the campaign over the coming weeks."