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WTF Ad of the Week: Paddy Power ‘Pocket Jostle’ (UK)
Ok, so we know that Paddy Power is a brand known for its cheeky and somewhat mischievous advertising but the latest ad to promote its new smartphone app is on a whole other level!
Deemed “too fruity” for TV, the 30” online ad, created by Lucky Generals, features men and women rummaging around in their pockets in public, giving the impression that they are pleasuring themselves. Of course, that’s not quite what’s happening – they are in fact using their phone in their pocket to place bets through the new app, portraying how easy it is to use.
"The idea of a 'pocket jostle' is a little too fruity for mainstream TV, so this ad is online only, targeted at our adult customers within our own Paddy Power channels,” said Gav Thompson, CMO at Paddy Power. "We acknowledge it’s a bit close to the bone, but the tongue-in-cheek metaphor of knocking a quickie out in your pocket was just too good not to share. We showed the idea to our customers and they thought it was very funny and very relevant, so we decided to share the joke".
Carrying on the humorous nature of the ad, the narrative invites consumers to “Knock one out for yourself right now”. LOL!
Check it out below:
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