Paddy Power Favors Fools on the Pitch with ‘Fat Watch’

By Jordan Teicher 

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

Market/s: UK