Gala Coral will this week launch a new multi-channel advertising campaign to promote the recent roll out of its Coral Vegas dedicated gaming app.

The three-month advertising campaign has been devised by Newcastle-based creative agency Cravens, in conjunction with London’s Moving Picture Company, which is renowned for creating Shere Khan, villain of the 2016 film version of The Jungle Book.

The commercial’s urban jungle night screens were filmed in Cape Town, South Africa, with the CGI tiger added in post-production.

The advert, which airs tonight (Monday September 12th) for the first time on the UK’s Sky Sports 1 channel, features Electric Tiger, a sultry character who roams the streets after dark, disappearing from view as speedily as he is spotted, leaving viewers to do a double take.

With Coral Vegas released earlier this month, the operator explained that MPC created the animated character to represent the “dynamic aspects” of the app with its “fast and easy navigation with the best omni-channel casino games range available.”

“This stylish new TV ad, featuring the elusive Electric Tiger illustrates the app’s slick design and performance,” said Coral’s head of advertising Paul Corson. “Coral Vegas will be our primary casino product on mobile, offering the best and most popular games from our online and retail catalogues as well as a constant pipeline of new and exclusive games developed by our in-house studio.”

The 40 seconds ads will air for the first time tonight at approximately 9.45pm (GMT), after the final whistle of the Sunderland v Everton Premier League game broadcast on Sky Sports 1.

The ad will also appear on a selection of Sky Channels, as well as in cinemas and digital 6 sheets (high definition portrait screens). Following the launch campaign, the ads will feature in varying formats for TV and cinema, 10 seconds bumpers on the Discovery Channels, as well as 5 seconds and 10 seconds digital 6 sheets.

Phil Coverdale, managing director of Cravens, said: “Collaborating with Coral and MPC, we believe we’ve created a campaign announcing a new presence in the online casino market that’s impossible to ignore."