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.