Coral (GVC Holdings) will continue to use Sports Rodstein as its lead UK advertising campaign, as the bookmaker launches two new TV adverts this weekend.
Launched in May last year ahead of the FIFA World Cup, Sports Rodstein was the first campaign developed by Alpha Century as Coral’s new creative marketing agency.
The campaign sees Hollywood actor and comedian Danny McBride reprise the role of the ‘enthusiastic but very unsavvy’ US sports pundit ‘Sports Rodstein’.
Backing the campaign, Coral’s Marketing Director Alexis Zamboglou detailed: “The first campaign really put the brand back on the map, so we’re delighted to keep up the momentum which this second wave with Danny McBride brings.
“Sports betting advertising can often be quite serious so our aim to continue adding back likeability is really giving us a distinctive edge.”
Coral marketing will air the first of the six TV commercials on Saturday 18th May, with the full campaign running throughout the year across TV, print, social media, digital and point-of-sale formats.
Barnaby Girling, ECD at Alpha Century, commented: “The proven success of last year’s repositioning work has laid the groundwork for these bigger, funnier, more potent scripts as the Coral marketing team continue to raise the bar for the whole sector.”