The image of fat, overpaid athletes who don’t care about what they do as much as they should is an easy shot for fans to take. It’s occasionally true. But this angle almost never comes from the house, since gambling companies don’t need to take a stance one way or the other to make money. But in the UK, bookmaker Paddy Power has teamed with CP+B for “Fat Watch” a contest to the bottom that rewards soccer players who take the least shots or spend the most time on the bench. Fans who support the clubs of the laziest players (Fernando Torres) will win some undisclosed prize, which seems more like compensation for rooting for FC Shame.
The 30-second spot is pretty funny and plays more like a comedy sketch than a commercial. I don’t think this idea could play in America, but for the stodgy fans across the Atlantic, the campaign’s sneering tone feels like a great fit. Credits after the jump.
Creative Agency: Crispin Porter + Bogusky
Creative Directors: Ben Walker & Matt Gooden
Copywriter: Joe Bruce, Bertie Scrase
Art Director: Kate Baker, Christen Brestrup
Agency Producer: Joe Bagnall
Planner: Gavin May
Production Company: Rattling Stick
Director: Andy McLeod
Prod Co Producer: Kirsty Dye
Post Production: Jim Allen @ Big Buoy
Editor: Art Jones @ Work
Audio: Parv Thind @ Wave
Media agency: M2M