After launching its Euro 2016 activity with an ad based on Scots mocking the English, Paddy Power’s tournament campaign notched up its controversial content and assertive stunt activity ahead of the England v Russia game by parking a truck outside Russian embassy with a bold sign saying ‘Chat Shit, Get Banged’.
Despite the appalling pre-match violence, this combative, pre-game, slogan led stunt re-purposed a phrase originally tweeted by England striker Jamie Vardy in 2012.
The line has since become well known and popular as much for its belligerence as for its mystery.
The ever risqué and controversial advertiser, Paddy Power’s slogan recreated the tweet in Cyrillic-style lettering – along with the raised fist logo often associated with socialism.
PUTIN THEM DOWN! We sent a message to Russia outside the Embassy in London this morning! #ViveLaBantz pic.twitter.com/r3qFcEvX3i
— Paddy Power (@paddypower) June 10, 2016
The slogan stunt is something of a branded response to Russian ‘trash talk from goalkeeper Igor Afinkeev who said that his side actually wanted to be drawn against England.
‘Given Mr Putin’s renowned sense of humour, we’re sure he will see the funny side of this,’ explained Paddy Powier head of brand engagement Paul Mallon.
‘But we will be checking our mail with a Geiger counter, just to be on the safe side. Vive La Bantz!’
That was followed by a TV spot poking fun at France as ‘The Home Of Great Strikers’ (which stars former England striker Teddy Sheringham).
This was supported by a series of online content pieces and press ad activity relating and reacting to tournament action which culminated in its response to England’s defeat and the UK’s BREXIT vote to leave the European Union which saw the bookie run an ad featuring an image of Brexit campaign boss Boris Johnson congratulating Roy Hodgson for leading England out of the Euros.
The ad ran on Paddy Power social channels and on 28 June in UK national newspaper – including the Daily Mirror and Daily Star – just hours after England were knocked out of Euro 2016 by tournament minnows Iceland.
At least Roy has one fan left… #ENG pic.twitter.com/ldh8ONl4yj
— Paddy Power (@paddypower) June 27, 2016
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and on Twitter the theme continued.
Just in case you need some clarity after the events over the last few days. pic.twitter.com/78UfS0TXyS
— Paddy Power (@paddypower) June 27, 2016
BREAKING: Sky sources say ratings agency Moody's will change the outlook for the #ENG football team from 'poor' to 'f*cking dreadful'.
— Paddy Power (@paddypower) June 27, 2016
These stunts and ads are all part of Paddy Power agency Lucky Generals’ ongoing tournament ‘Vive la Bantz’ campaign, which launched a fortnight ago with a spot that saw Scots mock the English with a Scottish rendition of the song Vindaloo (see case study).
Featuring the full line-up of Scottish stereotypes (from red wigs and tartan kilts, to Braveheart faces, bagpipes and even the Loch Ness Monster) and famous faces (such as inevitable cameo from The Krankies and an appearance by Michelle McManus), a thronging horde of Scots sings to the tune of Fat Les’ ‘Vindaloo’ about not caring that their team failed to qualify because all they want to do is enjoy betting on England to lose.
‘We don’t care that Scotland isn’t there, because we’ll be betting on you’s (England) to lose’.
The 60-second spot leveraged football fever by first airing during the Champions League final on 27 May.
The ad, which was created by regular Paddy power agency Lucky Generals, launches the controversial betting brand’s ‘Vive La Bantz’ Euro’s campaign – which will see the bookie continue to roll out social #ViveLaBantz Euro 2016 assets through the competition.
We got our designer team to make up a new crest for every #Euro2016 – because we could #ViveLaBantz https://t.co/iOUm6NNPzh
— Paddy Power (@paddypower) June 7, 2016
Lucky Generals co-founder and proud Scot Andy Nairn said of the campaign: ‘it’s nice to have something to cheer about this tournament. This puts me right in the mood for some deep-fried chocolate and a cheeky wee bet on Russia.’
While Phil Lloyd, head of advertising at Paddy Power Betfair, commented: ‘We’re excited about this new campaign for the brand. And happy to report that no Krankies were injured in the making of this ad.’
In addition to creative agency Lucky Generals, media work was by Mediacom, the ad was directed by Peter Cattaneo, production was handled by Academy Films. The producer was Steve Overs, editing was handled by Nik Hindson at The Assembly Rooms and post by Electric Theatre Collective. Thee music and arrangement was organised via Adelphoi Music and audio post by 750mph.
Comment:
The approach continues to see Paddy Power focus on a deliberately controversial, celebratory, bad taste marketing strategy that veers from one side of the line of acceptability to the other on a campaign-by-campaign basis.
The strategy aims to reflect its supposed rebel and anti-establishment band positioning and its cheeky sense of humour.
Paddy Power’s work at this year’s tournament is based around mocking country clichés with slightly aggressive ads and content pieces
By the very nature of the challenge involved in guerrilla work, we typically see un-official brands taking greater risks with their campaigns and few ambushers take as many risks and sail closer to the wind than Paddy Power.
Links
Paddy PowerYouTube:
https://www.youtube.com/user/PaddyPowerVideo
Paddy Power Twitter:
https://twitter.com/paddypower
Paddy Power Web:
Lucky Generals:
