Paddy Power "jostle" by Lucky Generals

What offensive conceit could Paddy Power use to launch its new iPhone app?

A spot set in a Foxconn factory, perhaps? No. The cheeky bookmaker’s hook is that the app is so simple to use, you could place a bet with your hands in your pocket – an act that looks suspiciously like onanism. Lucky Generals created the online-only spot, in which men and women are shown jostling their pockets in a variety of situations. "This is one of those lovely instances where your hobby becomes your job," the Lucky Generals co-founder Danny Brooke-Taylor said. The spot was directed by James Rouse through Outsider.