Paddy Power have released their new iPhone app supported by a tongue in cheek social campaign deemed “Too hot for TV”.

The campaign plays on the ease of use of the app which says: “you can even place a bet in your pocket,” leading on to what Paddy Power’s creative team Lucky Generals call the “pocket jostle”.

“The online ad celebrates all the amazing things you can do inside your pocket using the new app,” Paddy Power said. “Whether it’s thumbing in a fivefold or knocking one out in the butchers. Fancy some in-play action? No problem. In fact, it’s so simple to use even our old Nan manages to cash out in her pants.”