18 February 2011 - 9:51am | posted by

Paddy Power turns sensual with TV advert

Paddy Power has begun a TV campaign to promote its smartphone betting service.

The TV advert, created by Big Al’s Creative Emporium, was direct by Michael Downing and is the third time the brand has used TV for advertising.

Adam Perrin, head of brand for Paddy Power, said: "Paddy Power is leading the way in reaching the next generation of customers. This campaign reflects our position at the cutting edge of the betting industry and being the most modern bookmaker for punters to bet with while retaining Paddy Power's established brand strengths for fun and irreverence."

Meanwhile, Paddy Power is using crowdsourcing site ideabounty.com in its search for new creative ideas, with $3,500 dollars on offer to anyone who devises a big creative advertising idea.

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