Coral launches campaign starring Joe Calzaghe's dad
Coral, the bookmaker, has launched a campaign starring Enzo Calzaghe, the boxing trainer and cornerman and father of Joe, the retired champion boxer.
In the first of the two ads Calzaghe senior bursts in and surprises a man watching sport on the sofa. He behaves as though the man has just finished a boxing round and gives him a pep talk and some water while an attractive woman walks past with a board.
Calzaghe encourages the man to use his Coral app to make a bet and then disappears as the man’s partner returns from the kitchen.
In the second ad a man is watching sport in the pub when Calzaghe appears, squirts water in his face and again encourages him to use the Coral app.
The two 30-second spots will run on ITV and Sky channels and form part of the wider campaign, "cornerman", which also includes 10 short films that are available to watch online.
Matt Prevost, the marketing director at Coral, said: "We wanted a campaign from DLKW Lowe that would stand out from the crowd, grab consumers’ attention and make them want to visit our app and/or website.
"The ‘Cornerman’ campaign does exactly that and fits in perfectly with our current ambitions as a brand."
Dave Henderson, the joint executive creative director at DLKW Lowe, was the creative director of the campaign. James Haworth directed the spots through The Sweet Shop.
Henderson said: "Standing out from the crowd in the online betting industry is tough, but not impossible.
"We’re confident that consumers will love Enzo’s homespun philosophy and eternal optimism, and look forward to seeing how consumers react to the campaign over the coming weeks."
The spots first aired on Saturday (5 October).
This article was first published on campaignlive.co.uk
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