Coral places punters at the "heart of the action” in new ad campaign

Coral has launched a multi-million pound advertising campaign, which aims to place punters “at the heart of the action” and heralds a fresh marketing approach from the bookmaker.

The campaign, the first since completing its merger with Ladbrokes in November, went live last night and consists of three TV ads, seven radio ads, press ads, in-shop POS and creatives for social media.

Coral teamed up with creative agency Big Al’s Creative Emporium to produce the ads, which the firm said were designed to capture the excitement of live sporting action.

Narrated by Peaky Blinders star Joe Cole, the TV ads, which will be screened on Sky Sports and BT Sport throughout the festive period, ask viewers whether they want to be part of the action, while simultaneously pushing a new account offer.

‘[Football is] a 90-minute rollercoaster ride of emotions… you can watch it or you can get involved in it. Do you want to be a spectator or a player?” the narrator asks.

According to Coral brand director Olly Raeburn, the campaign is a departure from previous Coral adverts, which featured impersonator Darren Farley and model Carly Baker.

“Our new executions are much more contemporary and much more product focused,” Raeburn said.

“They’re brimming with energy, packed full of action and really drive a sense of engagement around sport, putting Coral right at the heart of the action.”

The two Ladbrokes Coral sportsbook brands are viewed by some as being quite similar yet this new campaign will look to set the two apart, with Ladbrokes having recently launched a series of comedic adverts featuring former footballer Chris Kamara.