Kwiff, the U.K. mobile sports betting app, is back with a series of funny new spots from Droga5 London, whose first work for the brand last year involved taking over an East London pub to demonstrate how the app works.

To further illustrate how it feels to bet on Kwiff -- whose USP is that it adds another thrill to sports betting by "kwiffing" or boosting odds -- the agency created ads that compare the thrill of winning before you've actually won to some hilarious scenarios.

For example, as seen here, one spot compares using Kwiff to the feeling you get when you catch a glass that's falling out of the cupboard. The guy in question loves that feeling so much he keeps holding that glass for his whole life -- at work, on dates, even to the point of homelessness, and finally at the grave.

Another spot imagines how it would feel to have a son who looks just like you, but achieves everything you never managed to (he ends up writing a book titled "I'm Better Than My Dad.") A third ad compares the feeling to a scenario where a school teacher tells you that there's no homework tonight -- but you will have to pop a whole chest full of bubblewrap.

The spots, which channel the kind of zany humor more common in U.S. ads than in the U.K., are directed by Jeff Low of Biscuit.

Karl Engström, CEO / founder at Kwiff, says of the campaign: "For us, as a young company with big ambitions to disrupt a very competitive industry, we knew from the start that we needed to create not only an amazing product experience but also tell our story in a way that cuts through and makes people think. 'It's perfectly normal, until its kwiffed!' truly tells our story about how we offer a product that delivers. But we add a magical twist, when you least expect it we might reward you with an almost abnormal experience of thrill."