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Ladbrokes has introduced a new character in a TV campaign by SapientNitro. In the work, the football pundit Tiziano Crudeli takes on an icy demeanour in a pastiche of The Godfather. Chris Kamara plays the part of Crudeli’s henchman as two punters approach The Oddsfather to ask what deals he can offer. The tagline is: "Excitement you can’t refuse." The campaign comprises five spots that will run over 12 months and will build as the new football season approaches. It was written by Craig Mandell, art directed by Sally Skinner and directed by Geordie Stephens through Mustard.