Ladbrokes is to unleash excitable Italian football commentator, Tiziano Crudeli, as the face of its new advertising campaign for the start of the football season. The campaign, called "Game On!", conveys the excitement that betting elicits and is the first advertising work by Ladbrokes" new lead creative agency SapientNitro.

Tiziano Crudeli is a cult commentator in football circles for his undisguised support of AC Milan and comical displays of football passion. "Game On!" captures Crudeli at his frenzied best and lets viewers experience the excitement that Ladbrokes" products deliver.

The "Game On!" ads break this weekend, as the 2011/12 football season gets under way on August 6th.

The ads see a delirious Crudeli celebrating at incongruous moments in a football game, such as corners and yellow cards, when Ladbrokes" Bet In Play app delivers live results against live odds.

The 30-second executions are designed to reflect the excitement of Ladbrokes In-Play Betting product during a match. Elements of the advertising, such as the Jumbotron display seen behind Crudeli, will change each ad break to show real-time live odds on-screen.

SapientNitro worked with director James Griffiths at Moxie Pictures, who is renowned for his ability to capture natural and believable comedy in feature films and TV (Episodes, Free Agents) and commercials work (BT, VW, Barclays).

The "Game On!" TV ads are part of a fully integrated campaign by SapientNitro, which is Ladbrokes" digital technology and experience partner. "Game On!" will also run on online interactive ads, in which Crudeli explodes with excitement as the user places their bet.

In-store communications and promotional activity using the "Game On!" theme rolls out to 2500 Ladbrokes outlets this week.

Malcolm Poynton, Chief Creative Officer at SapientNitro, says: "Game On! is much more than just an ad campaign, it captures all things Ladbrokes. In Tiziano we have a loveable, infectious, always turned-up-to-11 expression of the excitement Ladbrokes deliver. Game On! puts the product at the heart, giving viewers a taste of that excitement and calling for a response, then and there, by broadcasting live odds. In Tiziano"s words, In-cred-i-bile!"

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