Paddy Power launches its Euro 2016 guerrilla campaign with cliché stuffed creative celebrating a team not going to the tournament – Scotland.
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
This is classic clichéd football tournament creative based on tired, old school national stereotypes.
Subtle is aint!
Although, to be honest, we aren’t quite sure whether we actually know who Michelle McManus is (Pop Idol, X Factor or The Voice apparently), while we pretend that we are all too young to remember The Krankies.
But former Glasgow Rangers keeper Andy Goram and Celtic and St Mirren striker Frank McAvennie we know all too well.
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.
With 204,880 YouTube views thus far, we aren’t quite sure how the public feel about this particular spot.
Links:
Paddy PowerYouTube:
https://www.youtube.com/user/PaddyPowerVideo
Paddy Power Twitter:
https://twitter.com/paddypower
Paddy Power Web:
