UK bookmaker Ladbrokes has partnered advertising agency The Moment to launch a series of commercials to promote the climax of the domestic football season and this summer’s UEFA Euro 2016 tournament.

The campaign launched this weekend, and features the operator’s ambassador, former footballer and current pundit Chris Kamara, alongside legendary Scottish striker Ally McCoist in a parody of football punditry.

Scripted by comedy writing duo Ivor Baddiel – brother of comedian David – and Phil Kerr, the ad sees McCoist and Kamara comment on a football match from a Ladbrokes customer’s flat.

It will run across all major UK TV networks over spring and summer, taking a continental twist when the European Championships, which take place in France, begins.

The advertising campaign is one of several projects commissioned by the operator from The Moment, with the next to focus on horse racing, featuring jockey and Ladbrokes racing ambassador Frankie Dettori.

“Betting In-Play is a key area of growth for our business so we’re celebrating the product experience and positioning ourselves as a trusted favourite for recreational bettors,” Ladbrokes chief marketing officer Kristof Fahy said.

“Kammy is a well-loved character of the football world so it’s great to have him back at the centre of our ad campaign, and Ally adds humour and recognition from our wide Scottish audience.

"The tone of the ad is fun and entertaining to engage our target audience. We’ll shortly have a new racing ad too featuring our latest recruit, Frankie Dettori,” he explained.

The Moment executive producer Ryan Reddick said he was “absolutely delighted” to be working on the campaign.

“By tapping into the often absurd world of football punditry we’ve entered a space that football fans and a wider audience will recognise and enjoy," he said.

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