This weekend, Coral will unveil its latest TV ad campaign, which was created by newly appointed agency Alpha Century. 

The campaign introduces Sports Rodstein, the world’s biggest sports fan (although not the savviest) played by Hollywood superstar and comedian Danny McBride. 

The new 60-second ad will air during the second break of the Champions League final on Saturday, 26th May and will run throughout the summer during the World Cup across TV, print, social media, digital and point-of-sale.  

The campaign encourages bettors to keep their heads and make savvy bets and the ad introduces Coral’s new strap line, ‘The smart money’s on Coral’ using Sports Rodstein as the very opposite to a savvy bettor. 

The 60-second spot taps into the humour provided by Danny McBride’s character, and delivers an ad that creates memorability and instant impact.

Danny McBride says;  “Ever since I heard we were sending Meghan Markle over to sort out the Royal family, I’ve been looking for my excuse to get involved in UK culture. Coral was the perfect partner for me.”

Coral’s Marketing Director, Alexis Zamboglou says; “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.”

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."

Lydia Mulkeen Client Director from The7Stars says: “With the World Cup round the corner, we planned a Coral first, a 60” launch spot in the biggest moment of the season, the Champions League Final. The exciting new creative forms part of an impactful cross-platform campaign that is going to be a real winner for Coral sports fans”

American filmmaker David Gordon Green directed the ad and his credits include Pineapple Express and Your Highness.