Lucky Generals changes tack for grown-up Paddy Power

Say what you like about Lucky Generals, they keep knocking out the ads.

Long-time client Paddy Power (something of a miracle in itself) commissions a fair proportion of them, usually topical spins and the like designed to show what a boyo Paddy is.

Paddy Power though is now the 600lb gorilla of the betting world following its merger with Betfair (£7bn gorilla actually) and maybe it’s decided its advertising should grow up a bit. Or it doesn’t want to catch Donald Trump in a humourless moment and get nuked.

Growing up doesn’t always go smoothly of course. Here we have the saga of a coach driver transporting a load of generously-proportioned football fans to a match.

But this is very good, maybe the start of a “proper” brand campaign (although PP hardly suffers from a lack of image).

It’s by far the best offering in a pretty dire betting advertising market. Maybe the best ad for any client from the Generals so far.

MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.