Online betting site BetVictor has tapped former England football manager Sven-Göran Eriksson and BBC football presenter Mark Lawrenson for its latest series of television adverts.
Two TV spots, ‘Inside Track’ and ‘Hot Seat,’ launched over the weekend with the goal of promoting an endorsement from independent odds comparison website Oddschecker that BetVictor offered the best prices on match odds most often last season.
The ads, created by VCCP, builds on the BetVictor brand strategy of ‘nothing should get in your way’ when placing a bet.
Inside Track sees an excitable punter go to extraordinary lengths to try and get insider information from Eriksson and the word from the ‘Hot Seat’ from Mark Lawrenson.
Anton Bell, chief marketing officer at BetVictor, said the new ads provide his company with a creative route that stands out from other gaming companies and enables it to have some fun on the way.
Both ads debuted on Sky Sports 1 ahead of Sunday’s Premier League match between Tottenham Hotspur and Everton.
The “inside track” advert opens with Eriksson, dressed as a railway conductor, playing with a model train set. Paul Kaye, who has featured in many BetVictor ads as Maurice the excitable punter, appears and asks Eriksson about his latest odds on football matches.
Victor Chandler, BetVictor’s founder who often appears in ads for his company, does not appear in the campaign.