Ladbrokes, the British betting and gaming company, has launched an advertising campaign featuring the Oddsfather of Betting, a character representing the authority on betting, inspired by the character of Don Vito Corleone in Francis Ford Coppola’s film The Godfather. Featuring excitable Italian football pundit Tiziano Crudeli who has undergone a brooding makeover in the mould of a mysterious don, the comic spots show him as “The Oddsfather” sitting in an armchair wearing a Ladbrokes pinky ring and moodily stroking a pet hedgehog. He is flanked by another familiar Ladbrokes face ‘Kammy’ (footballer Chris Kamara), who plays the part of Crudeli’s henchman. Crudeli acts the part of a silent but authoritative Don, granting punters great odds and offers for their favourite sporting events. In stark contrast to previous campaigns, he remains silent and serious, whilst the excitement is played out on the faces of two Ladbrokes punters.
The Oddsfather campaign was developed at SapientNitro, London, by chief creative officer Malcolm Poynton, creative directors Ben Callis and Justin Barnes, art director Sally Skinner and copywriter Craig Mandell, account director Naomi Hirst, strategic planning director Chris Baker, agency producer Stephen Worley.
Media was handled at Walker Media.