Paddy Power launch in Italy with "We Hear You" television campaign by Crispin Porter +Bogusky
Following its recent launch in Italy bookmakers, Paddy Power, have released a series of television adverts to raise awareness of the brand. Officially opened for business just before Euro 2012, Paddy Power have kept their full launch back to coincide with the start of the new Series A season.
Created by Crispin Porter + Bogusky the “We Hear You” campaign responds to Italian fans issues over on-going corruption and match fixing claims. In a similar style to Paddy Power’s UK advertising fans were asked to post comments of Facebook which Paddy Power responded to.
CP+B picked out three of the most interesting issues posted by fans on Paddy Power’s Facebook page and came up with some slightly over-the-top solutions to explore on TV. For the first ad, Paddy Power answered one fan who believed that Italian football is in such a mess only a miracle could save it. In the second, the bookmaker addresses a fans complaint about overpaid footballers sitting on the bench doing nothing all day.
Ben Walker, executive creative director at CP+B commented: “These films continue to lay down the cheeky, mischievous tone established in the UK. We’re hoping Jesus cleaning up football and overpaid players working as hot dog salesmen announces Paddy Power’s arrival on the scene loud and clear.”
Content created with:
Crispin Porter Bogusky
Find out more