Ahead of the launch of its two new TV advertisements this weekend, Coral has confirmed that it will continue to use Sports Rodstein as its lead UK advertising campaign.

The campaign, launched in May last year ahead of the FIFA World Cup, sees Hollywood actor and comedian Danny McBride reprise the role of the ‘enthusiastic but very unsavvy’ US sports pundit ‘Sports Rodstein’.

Coral’s advertising campaign was forged by Coral’s new creative marketing agency, Alpha Century. The first of the new adverts is set to be broadcast on Saturday 18th May, with the full campaign running throughout the year across TV, print, social media, digital and point-of-sale formats.

Backing the campaign, Coral’s Marketing Director Alexis Zamboglou detailed: “The first campaign really put the brand back on the map, so we’re delighted to keep up the momentum which this second wave with 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.”

Barnaby Girling, ECD at Alpha Century, commented: “The proven success of last year’s repositioning work has laid the groundwork for these bigger, funnier, more potent scripts as the Coral marketing team continue to raise the bar for the whole sector.”