Paddy’s people power

Paddy Power’s first brand television campaign has been created by Karmarama and launches this weekend. The agency’s first work for Paddy Power places sports personalities in unlikely and surprising situations.

The two launch ads feature former champion jockey Richard Dunwoody and former England football player Carlton Palmer (pictured).

The campaign will promote Paddy Power’s concessions and launches ahead of Sunday’s Carling Cup Final, to be played between Manchester United and Tottenham Hotspur.

Palmer appears in the ad after the bookmaker ran a public vote on which former footballer from a shortlist supplied customers would most like to see in a bath-themed ad.

Karmarama was awarded the business in January after a pitch led by head of brand Adam Perrin. Previously Paddy Power had worked on a project-by-project basis with agencies.