Coral launches six-part Danny McBride TV ad campaign

Coral has unveiled a new 2019-20 TV marketing campaign fronted by Hollywood comedian Danny McBride, despite GVC’s recent call to end sports betting advertising.

McBride, first recruited by Coral for the operator’s 2018 World Cup campaign, returns to screens as Sports Rodstein for a six-part project which begins on 18 May.

The new campaign was created by ad agency Alpha Century and will run across TV, print, social media, digital and Coral’s UK retail estate throughout the year.

https://www.youtube.com/watch?v=FBekSeNaimw&feature=youtu.be

According to Coral, the campaign supports the bookmaker’s brand proposition ‘The smart money’s on Coral’, by portraying Sports Rodstein as the total opposite of a savvy bettor.

Coral marketing director Alexis Zamboglou said: “The first campaign really put the brand back on the map, so we’re delighted to keep up the momentum this second wave of 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,” he added.

GVC CEO Kenny Alexander called for the UK gambling industry to end all sports betting adverts on TV last month when the operator announced a raft of new responsible gambling measures.

The operator did not put a timeline on its own pledge to stop TV advertising, saying it wanted the industry to follow its example.

A Coral spokesperson told EGR Intel: “At the moment the rules of the game are as they are and we have to be competitive.”