Paddy Power gets naked for Page 3 of The Irish Sun

The Irish Sun has allowed Paddy Power to run an ad featuring its half-naked, chubby spokesman in place of its usual Page 3 girl.

Paddy Power gets naked for Page 3 of The Irish Sun

The stunt is part of the bookmaker’s campaign to highlight its offers for the Cheltenham horse racing festival, which starts tomorrow.

The male model is, in fact, the son of Paddy Power founder David Power. He also happens to be called Paddy Power.

David Sandall, head of sportsbook marketing at Paddy Power, said: "We wanted to kick off our Cheltenham campaign with a bang and we’re delighted to be the first brand to take over the famous Page 3 slot in Ireland.

"Paddy is a hugely popular figure over here and hopefully he didn’t put too many readers off their breakfast this morning!"

Paddy Power, which is also running a new ‘complaints line’ TV campaign in the UK, is parting company with its CMO Gav Thompson following its merger with Betfair.

Thompson is being replaced by his counterpart at Betfair, Jonathan Devitt, who will become chief marketing officer of the combined entity, Paddy Power Betfair.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).