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Paul Kaye has vanished from BetVictor's advertising as the brand seeks to position itself as the most straightforward bookmaker around.

The campaign, created by VCCP, launched on 28 November and comprises three TV ads. They all open with two men in plush surroundings discussing BetVictor. But because the bookmaker’s deals are so simple, the pair soon run out of things to say and have to find new ways to fill the rest of the ad. In one spot, they suggest cutting to other bookies’ ads before showing a piss-take of laddish behaviour. The work was written by Chris Birch, art directed by Jonny Parker and directed by Traktor through Rattling Stick.