Wednesday July 31,2013 :  LADBROKES LAUNCH THE ODDSFATHER CAMPAIGN
 
Amusing Mafiosa-style Oddsfather meets Austin Powers’ nemesis in latest Ladbrokes marketing initiative
 
Ladbrokes' latest TV ad is making punters an offer they can't refuse in its latest "The Godfather" inspired campaign.
 
The marketing initiative directed by creative agency SapientNitro features Italian football pundit Tiziano Crudeli and Chris Kamara who starred in Ladbrokes' "Game On!" campaign.
 
The first of five ads breaks today showing Crudeli sitting in an armchair, stroking a pet hedgehog with a Ladbrokes pinky ring prominently on display.  Kamara as his henchman and an elegant brunette named "Cubic Zirconia" further set the scene.
 
The first two ads in the series will spotlight Ladbrokes double enhanced live odds on football, while later ads will focus on online, mobile and casino gaming promotions.
 
"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," Adam Collett, marketing communications director at Ladbrokes told CampaignLive.
 
Malcolm Poynton, chief creative officer at SapientNitro, added: "In ‘The Oddsfather’ we have created ‘the Don’ of betting to reflect Ladbrokes’ authority on betting – making punters an offer they can’t refuse.”
 
Watch the first ad in the campaign here: http://www.youtube.com/watch?v=lV6EUibIowM