Paddy Power unveils new ‘You Beauty!’ brand campaign
Football and horseracing TV ads aired for the first time on Saturday as operator replaces ‘You’re Welcome!’ tagline
Paddy Power has unveiled a new brand campaign that focuses on the unsung heroes of sport, under a new tagline, ‘You Beauty!’.
The campaign, which replaces the operator’s previous ‘You’re Welcome!’ tagline, will feature five different TV ads, with the first two airing over the weekend.
The ads see apparently downtrodden fans get the last laugh thanks to a “cheeky bet on the action,” according to Paddy Power.
The first spot, called Steward, aired at half time of Saturday’s Arsenal versus Manchester United match, and features a football steward facing the crowd while they taunt him for not being able to watch the game, but are silenced thanks to a late goal.
The second ad called Race Goer sees a hardcore racing fan surrounded by “toffs and chavs”, who are ignoring him and the action until they realise he can help them win some money.
The 30-second spot aired for the first time during Channel 4 Racing on Saturday.
Both ads were developed by long time creative partner Lucky Generals and feature well-known songs with the lyrics tweaked in Paddy Power’s trademark cheeky fashion.
“Paddy Power and Lucky Generals felt that there was no better way to get the unbridled optimism of these unsung heroes across, than through the medium of song,” the two firms said in a statement.
“The campaign therefore features re-written lyrics to well-known tracks to create rousing scripts that celebrate the joy Paddy Power can bring even when the situation is looking bleak.”
The new brand campaign will also be supported by radio, print, digital and social activity.
“We spent hours developing actionable customer insights and leveraging our knowledge database, but after discarding all of that, we settled on some classic tunes and hopefully raising a bit of a cheeky smile” Mark Singleton, Paddy Power brand and marketing director, said.
Danny Brooke-Taylor, co-founder of Lucky Generals, added: “We’ve had it with the prima-donna nobheads in sport. It’s time for the unsung heroes to sing their song.”