Ladbrokes wanted to be seen as THE authority on betting. They also wanted their spokesman, famously excitable Italian football commentator Tiziano Crudeli, to shout less, while focusing more on odds and offers. Our solution?

There was no question. Tiziano would become... The Oddsfather. The Ultimate Don of Betting. With football legend Chris Kamara as a sidekick. And a large, ever-present pet hedgehog. Because, you know, why not?