Paddy Power - A Marketing Masterclass

Tuesday, Apr 25, 2017 11:00

Over the years, Paddy Power has landed itself in hot water with a string of controversial advertisements. It is a company that continues to push boundaries, and whilst regarded tasteless by some, it is hard to argue that they have not got people talking. Most recently, Paddy Power’s Fan Denial videos on social media, where the company sends up Facebook comments on a certain event (eg. The Old Firm Derby), have proved immensely popular. Below, we will go through some of Paddy Power’s most controversial and hilarious advertising campaigns in recent times.

No Last Flight Fall For Paddy


Cheltenham fever grips both sides of the Irish Sea every March, and this year Paddy Power capitalised on this. The video sees top Irish jockey Ruby Walsh fed up with the spate of online abuse he receives, allegedly throwing himself off horses. To settle this Ruby and Paddy Power himself decide to give one of these trolls a visit. Ruby and the aggressor tuned victim sit on the back of a pick-up, whilst Paddy accelerates to a speed of 40kph (matching the speed of a racehorse). Ruby then invites the man to jump off, and he quickly sees the error of his ways. The video was a huge success, proving hugely popular on social media and undoubtedly helping to sway the opinion of some armchair jockeys.

Coming Up Trumps


Betting companies will offer a market on anything there is a demand for these days, and this was once again visible with last year’s presidential elections in the United States. Paddy Power proved themselves top of the class once again with a 6m x 4m advert on Baggot Street in Dublin city centre. The huge banner saw well-tanned candidate Donald Trump alongside the then President Barack Obama, contrasting their skin colour under the heading ‘Orange Is The New Black’. Inviting passers-by to bet on the election outcome, it no doubt proved a hit in the company’s accounts.

A Step Too Far


In 2014, Paddy Power ran a hugely controversial ad campaign. The bookmaker offered odds on the outcome of South African paralympian Oscar Pistorius’ court trial, accused of murdering his wife. With the athlete’s face implanted onto an Academy Award statue, the slogan read “Money Back If He Walks”. The advert received the most complaints in British history and it was duly axed.

Caught With Their Pants Down


In 2012, Paddy Power ruffled the feathers of UEFA’s top brass by sponsoring Danish striker Nicklas Bendtner to reveal himself wearing Paddy Power underpants upon scoring. Sure enough, the forward scored and dropped his shorts. He was hit with a €100,000 fine, paid by the betting company, who underlined the double standard of the football body by comparing the large fine to the minimal fines for racism in the sport.

The above are just a few examples of the power of Paddy Power’s marketing team, who, no doubt, will continue to keep people talking with relevant and satirical advertising campaigns.


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