dispensing silent wisdom on the best bets to lay – or else.
Dubbed “The Oddsfather” (yes, you’re catching on, aren’t you), Crudeli sits in an armchair wearing a bit of oversized bling on his pinkie bearing the legend ‘L’. All the talking is done by his chief henchman – another familiar Ladbrokes face – “Kammy”, aka footballer Chris Kamara. In between lifting his eyebrow every now and then, the Oddsfather also fondles a pet hedgehog.
This slightly surreal campaign, which airs over the Goodwood Racing Festival and the remains of The Ashes, has been created by SapientNitro. It will run for a year on ITV, Channel 4 and Sky, has five executions in all and showcases a new Ladbrokes product – double-enhanced live odds on football. As you will have twigged by now, its real aim is to haul in the Premier League punters later in the year. This is just a warm-up.
It’s an offer you can’t refuse. Know what I mean?