Choose speciality channel:   Choose sector channel:     Search the site

News

 

Paddy Power wheelchair advert banned from TV

Paddy Power wheelchair advert banned from TV

Bookmaker, Paddy Power, has got around its latest advert being banned from TV by simply posting it on YouTube.

The on air push was set to co-incide with the Cheltenham Festival, one of the biggest sports betting events of the year for Paddy Power, and forthcoming World Cup.

But plans were scuppered after the original script, as created by Big Al's Creative Emporium, received a thumbs down from TV advertising regulator, Clearcast.

The advert – depicts four wheelchair bound actors ‘doing a runner’ on their bill from a curry house.  One of the actors wears a branded Hearts & Balls rugby shirt, to raise the profile of a rugby-based charity that helps players who have been impacted by catastrophic injury.

Paddy Power’s claims the ad was rejected after Clearcast feared it was “likely to cause widespread offence.”

A Clearcast spokesperson said that they were concerned about the “juvenile behaviour” portrayed in an advert for a betting company and that the advert could be seen as “offensive” in the way that the men with disabilities were portrayed.

“It could be considered that they were being laughed at and at the butt of the joke rather than being in control of their situation,” she added. “We would never ban a disabled person from an advert, but they need to be portrayed in a positive and feisty way, in control of their situation.”
 
The advert is the third in a campaign designed to demonstrate Paddy Power’s sense of fun and irreverent humour.  The ads pay particular focus to Paddy Power’s industry leading Money-Back specials – where customers can have their bets returned to them even if they don’t win.

All take a look at ordinary scenarios that quickly become extraordinary, where the protagonists find themselves in a position that they wish they could turn back the clock on.

Moments after the realisation that all is not well, a Paddy Power presenter explains to the victim how “there’s nothing we can do about that”, but we can give you money back with our money back specials.
 
“As a brand, Paddy Power looks to display a fun and irreverent look on life and those ‘ground open up and swallow me’ moments we’ve all experienced are certainly such occasions,” said Adam Perrin of Paddy Power.

See the banned work below.

AJR

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.