Paddy Power readies mobile phone spoof ads
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Bookmaker Paddy Power is launching a new TV campaign today (18 February) to boost its smartphone betting service.
Paddy Power says it was the world’s first bookmaker to launch iPhone and iPad apps and the ad campaign aims to support its mobile betting arm, the fastest growing channel in the gambling sector.
The campaign parodies mobile phone company ads that often suggest their devices are not just functional but can enhance a users’ life. Each ad execution features a phone being revered, before a Paddy Power customer takes the phone and places a bet.
The ad was created by Big Al’s Creative Emporium.
Paddy Power’s previous brand campaign that featured a “blind” footballer kicking a cat triggered more than 1,000 complaints to the advertising regulator. The complaints were not upheld by the ASA.
Readers' comments (2)
kevin mason | Thu, 3 Mar 2011 10:07 pm
the womans dress in the new paddy power "call me" ad.. does anyone know the designer or make of the dress.. my wife is giving me grief as she wants that dress... thanks...
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Lara O'Reilly, Marketing Week | Fri, 4 Mar 2011 3:13 pm
Hi Kevin,
Paddy Power tell me the “1 to 1” dress is from Aqua Couture and the “Nature” dress is from Topshop, but with the neckline changed by the wardrobe girls.
If there is still confusion on which dress is in question, these are the two ads…
“1 to 1” - http://www.youtube.com/watch?v=N3VF-iTB9PE
“Nature” - http://www.youtube.com/watch?v=BgdCRKCeFbE
Hat tip to Darren Haines at Paddy Power for the advice
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