The Sell! Sell! advertising agency has developed an eye-catching and innovative television advertisement for Racing Post, promoting its betting app and smarter gambling.

The production uses advanced computer technology to create a headless effect on its characters in supporting the concept of punters using  – not losing – their heads when betting on mobile devices.

The television campaign will be augmented by radio and print ads.

Louise Agran, marketing director at the Racing Post, said: “The ads are charming, funny and unique. And we’ll begin our campaign to Stop Headless Betting at this week’s Cheltenham Festival.”

Vic Polkinghorne, creative director at Sell! Sell!, added: “The market for betting apps is crowded, and advertising for bookies is incessant and noisy; it was important for us to find a way to make Racing Post distinctive in this category.”