It is intended to be different from other bookmakers’ creative ploys, for example Ladbrokes’ excitable Italian football commentator and Bet365’s Ray Winstone-fronted ads.
It begins with a 1930s football flying through the air. The football sheds its 1930s covering to reveal a 1950s style, then a 1970s and finally a modern-day look.
Matt Prevost, marketing director at Coral Interactive, said: "The ads convey the simple message that we’re evolving and in doing so we are raising our game."
The ad will debut on Sky Sports tomorrow (1 December) before the lunchtime West Ham vs Chelsea game.
Coral is the UK's third-largest retail bookmaker with a 20 per cent market share.