Even as rules around gambling advertising tighten across Europe, sports betting remains a crowded category in the U.K. To stand out from its competitors, Paddy Power has launched a campaign to become part of pop culture.
This is Paddy Power’s first work created by Accenture Song-owned agency Droga5 London, which won the account after a pitch earlier this year. With references to romantic movies, such as American Beauty and Dirty Dancing, the ad tells an unconventional love story between two British soccer stars—former player Peter Crouch and referee Mark Clattenburg. Crouch’s wife, model Abbey Clancy, also appears in the spot.
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