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Jul 31 2013

Ladbrokes Launches "The Oddsfather" Campaign



Tiziano Crudeli provides excitement punters can’t refuse


London, UK 31st July 2013SapientNitro, part of Sapient (NASDAQ: SAPE), has created a new TV campaign for Ladbrokes which introduces ‘The Oddsfather of Betting’ – a character representing the authority on betting, delivering the most exciting odds for punters. The first work breaks today.


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.


This change in direction was prompted by a strategic decision to boost the role of Ladbrokes' offers and products in the narrative, and to bring more authority and drama to the brand image.


The campaign comprises five executions and the launch spots promote a great new development from Ladbrokes - double enhanced live odds on football - which is a first for the company and guaranteed to dial up the excitement for bet-in-play punters. Later ads in the series will focus on online and mobile acquisition offers, as well as Casino gaming offers.


The first spots to air, ‘Flat' and 'Control Room' feature the tagline: 'Excitement you can't refuse', and will air over the Goodwood Racing Festival and the remaining Ashes Test cricket matches. The campaign will build towards the start of the new football season, with new live odds creative airing during the Community Shield and for the first weekend of the Premier League.


The campaign is planned to run over 12 months and will launch on ITV, Channel 4 and Sky.

Adam Collett, Marketing Communications Director, Ladbrokes, says: “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.”


Malcolm Poynton, Chief Creative Officer, SapientNitro, says: “The catch phrase “Game On!” captures the excitement Ladbrokes shares with punters and we’re delighted it’s already become part of popular culture. In the Oddsfather we have created ‘the Don’ of betting to reflect Ladbrokes’ authority on betting - providing punters with excitement they can’t refuse.”


YouTube TVC:





Chief Creative Officer: Malcolm Poynton


Creative Directors: Ben Callis, Justin Barnes


Art Director: Sally Skinner


Copywriter: Craig Mandell


Account Director: Naomi Hirst


Strategic Planning Director: Chris Baker


Agency Producer: Stephen Worley


Director/ Production Co: Geordie Stephens / Mustard


Producer: Doochy Moult


Editor: Julian Tranquille, Cut + Run


Post Production: Envy


Sound Design: Angell Sound


Media planning/buying: Walker Media


About Ladbrokes


The name Ladbrokes is synonymous with betting and gaming: the hallmark of a premier brand. The Company, the origins of which date back to 1886, employs over 14,000 people in Britain and over 16,000 in total. It is one of the world’s leading betting and gaming enterprises. Ladbrokes is a market leader in retail bookmaking in the UK, Ireland, Belgium and Spain where it operates a combined total of more than 2,700 betting shops. The Company also operates betting facilities at eight FA Premiership grounds and nine racecourses, including Ascot. In addition to its extensive retail presence Ladbrokes offers thousands of betting markets on a daily basis via the Internet, mobile Internet and telephone. The telephone betting operation services 85,000 customers, while, the Company's online betting and gaming facility, has attracted nearly 800,000 active clients. Betting is offered via 13 tailored sites in nine different languages; supporting 17 currencies. The site incorporates the highest levels of security, which underwrite an integrated array of sports betting and gaming services available 24 hours a day, 365 days of the year. Ladbrokes is focused on building its digital capabilities to realise its vision of becoming a fully e-enabled international betting and gaming business.


About SapientNitro


SapientNitroSM, part of Sapient® (NASDAQ: SAPE), is a new breed of agency redefining storytelling for an always-on world. We’re changing the way our clients engage today’s connected consumers by uniquely creating integrated, immersive stories across brand communications, digital engagement and omni-channel commerce. We call it Storyscaping, where art and imagination meet the power and scale of systems thinking. SapientNitro’s unique combination of creative, brand and technology expertise results in one global team collaborating across disciplines, perspectives and continents to create game-changing success for our Global 1000 clients, such as Chrysler, Citi, The Coca-Cola Company, Lufthansa, Target and Vodafone, in 31 cities across The Americas, Europe and Asia-Pacific. For more information, visit

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