|In the UK, online sportsbook Bet365.com is taking advantage of new gambling advertising rules for the first time with a television campaign starring Burt Kwouk encouraging viewers to bet by offering live updated odds during Euro 2008 soccer games.|
The campaign is airing during the halftime break of all 15 soccer matches being covered by terrestrial broadcasters ITV1 and ITV4 during the tournament. The adverts see Kwouk, an actor who is best known for appearing in Pink Panther and James Bond films, explain in a style reminiscent of his appearances on E4's spoof gambling show Banzai the range of ‘in-play’ betting options that Bet365.com is offering live during matches.
Created by Drummond Central with media planning and buying by Feathers Brooksbank, each of the ads feature a live feed from Bet365.com with the latest odds offered on 35 different markets including the next goal scored and the total number of corners.
'This is an innovative and cost-effective way for advertisers to use and create stand out in a commercial break,' said Steve Chambers, Customer Relations Planning Controller for ITV.
'We feel it sits particularly well with our appointment-to-view programming; particularly premium sporting content.'