Paddy Power has launched its first campaign since saddling up with agency BBH London last month, flagging the huge rivalry between Ireland and Britain as both nations gear up for The Cheltenham Festival.
‘Cheltenham 2023’ zeros in on the banter that ignites between both sets of punters when they meet annually and is launching well in advance of this year’s event, which runs from March 14 to 17.
Hollywood actor Colm Meaney, star of Star Trek: The Next Generation, picks up where he left off for the brand in 2019, as the Irishman finds himself face-to-face with Paddy Power football ambassador Peter Crouch at the gates of the racetrack.
Disembarking from a bus packed full of fellow Irish racegoers he runs straight into ‘the opposition’, led by Crouch, and his model wife Abbey Clancy. The squad of British racing fans – including “Barry from Eastenders” (Shaun Williamson) – get stuck into ‘the visitors’, with Peter the first to strike with a smirk: “Oi, oi. Didn’t think you lads would turn up this year.”
Meaney kicks back by referring to Cheltenham as “our patch”, but Barry intervenes, “You’ve been punching above your weight for too long.” As she nudges her 6ft 7” hubby, much to his disgust, Clancy pipes up: “I’ve been saying that to him for years!”
As the exchange cranks up a gear, Meaney kicks back, claiming the last time the home side had more winners at Cheltenham they “still had an economy”. The mud-slinging continues apace when Crouch brings up mention of Ireland’s failure to qualify for the 2022 World Cup in Qatar and the fact that St Patrick was actually Welsh.
‘The Irish’ retort takes things up a notch when someone in the background yells, “At least he wasn’t English!” and fire off labels like “penalty chokers” and “queue lovers” as both sides discharge a volley of insults back and forth.
But an incensed Barry’ finally crosses the line when he brands Meaney and co “Tayto munchers!”. He realises he’s taken the name of a hallowed Irish national treasure in vain, everything comes to a jarring halt. “We’re just having a bit of craic here!” a stunned Meaney replies.
The awkward exchange is swept to one side as quickly as it began when they realise they are about to miss the first race, but Barry delivers a devilishly self-deprecating parting shot for the Brits when, after Meaney remarks that he looked under pressure back there, he quips “It’s almost impossible for me to sweat!”
The ad concludes with Crouch and Meaney standing shoulder-to-shoulder as they push their way through the turnstiles.
Paddy Power marketing director Michelle Spillane said: “As a brand, we take huge pride in our craft as storytellers. The skill comes in spinning tales with strong cultural resonance in a light-hearted way that’s pickled with razor-sharp wit. That’s where the magic lives and how we know it will entertain the hell out of our audience.
“This style of advertising marks a return to Paddy Power at its best. We wanted to show our customers that their wagers are part of a far broader narrative and get them under starter’s orders for the greatest show in horse racing.”
The TV executions will be supported by social, print, outdoor and radio activity.
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