Paddy Power debuts TV ads for bingo and games sites

Paddy Power has rolled out its first TV campaign to promote its online bingo and games websites.

The two separate ads represent the first time Paddy Power has promoted either business on TV. The move comes as the online betting group looks to capitalise on the growth of e-gaming.

The ads, which launched this week, have been created by the London-based agency, Work Club.

The agency picked up the projects having pitched against undisclosed agencies. It will not, however, be retained on a roster.

The bingo campaign focuses on the social interaction that comes from playing online bingo and is targeted at a female audience.

The games campaign is male-focused and emphasises the scale of online games available to play, and draws inspiration from a quintessential villain.

Alexandra Phelan, brand marketing manager at Paddy Power, said: "We have no doubt that both executions will stand out from the crowd and help position Paddy Power as household name within both categories."

Last month, The ASA announced that it had launched a formal investigation into a Paddy Power ad featuring a team of blind footballers, after it received 400 complaints.

Viewers complained that the ad, which shows a footballer kicking a cat into a tree after mistaking it for a football, encouraged cruelty to animals and was offensive in its depiction of sight-impaired people. The ad was created by Big Al's Creative Emporium.


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