Paddy Power introduces 'You Beauty!' strapline as it champions unsung heroes

Paddy Power is introducing a new 'You Beauty!' strapline in a brand campaign that celebrates sport's unsung heroes.

The campaign communicates the optimism of the unsung heroes through music as the protagonist in each spot puts their own twist on classic songs.

Paddy Power is dropping the ‘You’re Welcome!’ strapline in order to introduce the ‘You Beauty!’ concept.

The first two spots feature a football steward and a race goer and break on 19 November.

In the Paddy Power "Steward" spot (above) the football steward alters the lyrics of Bonnie Tyler’s Total Eclipse of the Heart to defy the away fans who are taunting him. It will break during half-time of the Premier League football match between Arsenal vs Manchester United, which kicks off at 12.30pm on Sky Sports 1 tomorrow.

The other 30-second "Race Goer" spot (below) breaks during Channel 4 Racing and stars a die-hard fan battling his way through a crowd at the races while singing his own version of Stuck in the Middle With You by Stealers Wheel.

The campaign was created by Lucky Generals and will be supported by radio, print, digital and social activity. The ads were directed by Randy Krallman through Smuggler, while MediaCom is handling the media.

The campaign is Paddy Power's first major brand campaign in several years.

Brand and marketing director Mark Singleton said Paddy Power had primarily focused on "value" or "product" communications.

"The intention of this campaign was to get back to our roots - be a bit sharp-witted, be a bit irreverent - hence a brand campaign," he told Campaign. 

He added that the creative stemmed from the consumer insight that punters "generally see themselves as optimistic".

He pointed to Paddy Power's early payout on a Hillary Clinton victory before the conclusion of the US election. Another example was paying out a customer who had bet on Arsenal and Liverpool drawing 4-4  in the Premier League opener. The match ended 3-4. "We paid him out anyway," said Singleton. "No other bookie would have done that - we try to champion the punter and hopefully that comes across in the ads."