Coral (GVC Holdings) has turned to Hollywood for its new TV ad campaign ‘Sports Rodstein’, as the UK bookmaker seeks to ramp up its World Cup trading activity.
‘Sports Rodstein’ is Coral’s first campaign developed under the guidance of new creative agency Alpha Century London.
The campaign introduces Sports Rodstein, the US’ biggest sports fan played by popular Hollywood comedian Danny McBride (Tropic Thunder, Eastbound & Down, Pineapple Express).
Coral UK debuted ‘Sports Rodstein’ during Saturday’s second TV break of the UEFA Champions League Final. The bookmaker details that McBride’s Rodstein character will front its World Cup campaigns across TV, print and digital introducing new slogan ‘The smart money’s on Coral’.
Coral’s Marketing Director, Alexis Zamboglou commented on ‘Sports Rodstein’;
“We wanted the campaign to create distinction from that of other brands. In the same vain as Super Bowl half-time ads, Coral is hoping to utilise the huge Champions League audience by creating an ad which speaks to the UK and taps into their emotion when they’re at their peak.
“Sports betting and gaming is fun and exciting and the aim was to capture this in the new ads. We think Sports Rodstein will resonate with sports fans. The character represents the hilarious comedy that Danny McBride is known for and delivers a memorable and impactful ad.”
Delivering ‘Sports Rodstein’ for Coral UK, Barnaby Girling, ECD at Alpha Century comments “At such a pivotal point for the gaming industry and on the cusp of a World Cup summer, we were all bowled over by Coral’s genuine appetite for being inventive and ambitious in order to thoroughly supercharge their brand.”