Mobile gaming specialist LeoVegas has launched a new TV ad campaign for the UK in partnership with London-based creative agency Now.

The ads feature the LeoVegas mascot, Leo the lion, and celebrate the “play found in everyday situations.”

The ad campaign began Thursday (18 August) across a variety of digital TV channels including Sky 1 and Dave.

Now, whose clients include the likes of Butlin’s, ocado and Florette, previously worked on LeoVegas’ adverts for the sponsorship of British television comedy panel gameshow Celebrity Juice.

“We are really excited to launch our new TV advert campaign, we all have our own individual and unique way of doing normal things daily and these adverts help capture the fun in everyday which is what LeoVegas stands for,” said LeoVegas’ UK country manager Shenaly Amin.

“We are all about finding the fun in everyday activities and these new adverts help showcase this.”

Now’s executive creative director Remco Graham added: “In a category that plays by some heavily entrenched rules, we worked with LeoVegas to create something fresh and importantly, something that felt different to the competition.

“Leo Vegas trusted us to push the boundaries, and we’re really pleased with the results.”