Advertising breaks can be very tedious for avid television viewers. While they do allow time to stretch your legs or get a drink, they often come at the most inopportune times during a show. So, when a company manages to make the break entertaining, they stand out and become loved among viewers.
Usually, in the UK, we have to wait for Christmas time for the best adverts to come around, with late winter advertising actually being a point of interest these days. However, there is one company that seeks to stand out from its iGaming peers by bringing a dose of comedy to its 30-second or 1-minute ad slots.
The iGaming company Paddy Power bills itself as a brand that does things a little differently, aiming to entertain and serve up some mischief while also offering games and betting markets. One of their most recent stunts for their Daily Jackpots certainly lives up to their goals of being an oddball platform.
The Daily Jackpots advert run
Most gambling adverts shoot odds and bonuses onto the screen with slick graphics, but not Paddy Power. To showcase the Daily Jackpots feature, Paddy Power opted to poke fun at the pretentious, namely quasi-artists, hipsters, and yoga bloggers.
The spot concludes with some average bloke winning the jackpot, a normally joyous moment, but instead, the commentator tells them that they’re not special as someone wins the jackpot every day. It’s a clever and comedic way to advertise the feature.
Rather than showing their gambling games online, even popular ones tied to such jackpots like Rainbow Jackpots, Dragon’s Luck, and Mystery Reels, the company decided to grab the attention of the viewer by relating on a more human level, through satire. It certainly catches the eye and livens up the advertising break.
Adding some star power to the campaign
Paddy Power wasn’t satisfied with creating a satire of the most pretentious types of people in society: they wanted to go after some big-names. Naturally, such a move does require the complicity of the star themselves, but Paddy Power pulled it off by bringing in Jose Mourinho.
Having recently started a new managerial role with Tottenham Hotspur, Mourinho is a serial winner across many major leagues in Europe, and hasn’t been modest about being ‘The Special One.’ In this tongue-in-cheek spot, which also advertises the Daily Jackpots, Mourinho talks about being humble while showing off how special he is. Then, when he wins the jackpot, he’s told that he’s anything but.
Once again, the feature being advertised is barely mentioned during the advert. The whole aim of the advert is to entertain, bring a chuckle to football fans, and then use that to segue into the product. It works as a nice relief from regular advertising that viewers experience, while also being very memorable and doing its job as an advert.
While many adverts can be boring, Paddy Power stands out during the breaks of our favourite shows, as they seek to entertain even when we least expect it.