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Paddy Power '1 to 1 Hug'

Client: Paddy Power

Agency: Big Al's Creative Emporium

Leading bookmaker Paddy Power is coming back to our screens with the launch of its latest brand campaign to support its booming smartphone betting business.
Continuing its reputation for innovation within the industry, were last year the first bookmaker in the world with iPhone and iPad apps, and is now the first to support mobile betting with a fully dedicated TV campaign.
Paddy Power mobile allows customers to place a bet immediately, from wherever they are, via their smartphone. Mobile betting is now the fastest growing channel for the sector.
The campaign by Big Al’s Creative Emporium parodies the technological ‘phone porn’ that is so prevalent in mobile communications, showing the irreverent nature of the brand and straightforward ‘cut-to-the-chase’ attitude of its customers.
In each of the executions we see a phone being revered or glorified, before the Paddy Power customer takes the phone and gets on with what really matters; placing a bet.
Adam Perrin, head of brand, for the bookie, said: “Paddy Power are leading the way in reaching the next generation of customers. This campaign reflects our position at the cutting edge of the betting industry and being the most modern bookmaker for punters to bet with whilst retaining Paddy Power’s established brand strengths for fun and irreverence.”

Stef Jones, Creative Partner at Big Al’s said: “The campaign shows the archetypal attitude of their customers, and is another example of the irreverent but appealing brand that is PaddyPower.”
The firm’s third TV campaign, establishing the brand as a regular presence on UK screens in recent years, was directed by Michael Downing through Independent films.
Paddy Power’s previous brand campaign also by Big Al’s famously featured their controversial ‘blind football’ execution – which was one of the most complained about TV ads in 2010. The issue was rejected by the ASA last summer despite the authority receiving more than 1,000 complaints.

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