The change of direction was prompted by a strategic decision to "boost the role of Ladbrokes' offers and products in the narrative".
The activity by SapientNitro features Crudeli, the star of Ladbrokes' 'Game On!' campaign, cast in the role of the mysterious "Oddsfather".
The first of the five works breaks today. It features a "silent and serious" Crudeli sitting in an armchair, wearing a Ladbrokes pinky ring and stroking a pet hedgehog, while granting two punters great odds and offers for their favourite sporting events. Kamara, who plays the part of Crudeli’s henchman, flanks him.
The two launch spots, called "flat" and "control room", feature the tagline "excitement you can't refuse". They will air during the Goodwood Racing Festival this weekend and the remaining Ashes Test cricket matches.
The campaign is planned to run for 12 months and will launch on ITV, Channel 4 and BSkyB.
The first two ads will promote Ladbrokes new offer of double enhanced live odds on football. Later works in the series will focus on online and mobile acquisition offers, as well as Casino gaming offers.
Adam Collett, the marketing communications director at Ladbrokes, said: "Our advertising over the last two years has helped drive strong improvements in our awareness and brand consideration.
"We are looking to build on this strong heritage to showcase the exciting range of bets and offers that Ladbrokes has to offer our customers for the new football season and beyond."
The campaign will build towards the start of the new football season, with a new live odds creative airing during the Community Shield on 11 August and for the first weekend of the Barclays Premier League on 17 August.
Malcolm Poynton, the chief creative officer at SapientNitro, said: "The catch phrase "game on!" captures the excitement Ladbrokes shares with punters and we’re delighted it’s already become part of popular culture.
"In ‘The Oddsfather’ we have created ‘the Don’ of betting to reflect Ladbrokes’ authority on betting – making punters an offer they can’t refuse."
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