TV boost for Paddy Power mobile gambling

The mobile betting operations of Paddy Power.com are set to get a significant boost with the imminent launch of a new UK television campaign with a comical take on smart phone usage.

This third sally into television marketing by the gambling group was created by Big Al’s Creative Emporium, with media handling by M2m. The campaign features two models rather sensually extolling the virtues of their smart phones to each other, who are interrupted by a third model with some factual information about using the Paddy Power mobile betting facility.

Paddy Power marketing manager Adam Perrin said: “This campaign reflects our position at the cutting edge of the betting industry and being the most modern bookmaker for punters to bet with while retaining Paddy Power’s established brand strengths for fun and irreverence.”

The gambling group’s previous campaign, also by Big Al’s, featured the controversial “blind football” creative, which certainly did not go unnoticed, perhaps for the wrong reasons . It was reportedly one of the most complained about TV ads in 2010, although the Advertising Standards Association rejected calls to ban it last summer despite receiving over a thousand complaints.

Paddy Power is currently searching for creative ideas via Ideabounty.com. The bookmaker is offering $3,500 to whoever comes up with a really good creative advertising idea.