Paddy Power Games is ramping up the celebrity headcount in its latest campaign, “Come Out and Play”, designed to show the “excitement, community and experience” of online gaming, infused with the brand’s trademark mischief.
Created by BBH, the ad is opens with a dreamlike, casino-inspired scene – Queen Vic meets Las Vegas – with Danny Dyer acting as the ultimate casino guide.
He leads a bizarre tour, highlighting the unique mix of characters that populate the Paddy Power world, from ‘Cashed-Up Boomers’ to ‘Comeback Kings’, ‘Finance Bros’ and ‘Pilates Princesses’.
Alongside a cameo from Peter Crouch, the film also features Gemma Collins delivering one of her one-liners from Celebrity Big Brother and Coleen Rooney offering a trademark ellipsis takedown.
Only in the final seconds is the true setting revealed: this universe exists entirely on your phone via Paddy Power Games; or in this film’s case, Danny Dyer’s corner bathtub.
Paddy Power head of brand strategy and games Leah Spears said: “This campaign is a celebration of all our customers and their love of Gaming. At Paddy Power, we have always been loud and proud, and this really does propel you into an unparalleled world of casino chaos where everyone can be themselves.
“The magical combination of BBH, Mindseye and Andrew Gaynord has once again created more than an ad – it’s pure entertainment for the nation. I heard it’s inspired the latest film in the Ocean’s franchise!”
BBH executive creative director Felipe Serradourada Guimaraes added: “Paddy Power wouldn’t be Paddy Power without a heady mix of sharp wit, the nations favourite celebs and a banging track, and this work has it all in spades. A campaign that is a proper proud celebration of all the gamers out there.”
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