Paddy Power: Don’t think you’re special by VCCP

Paddy Power Games have today launched a new campaign for its Daily Jackpot product, starring legendary football manager Jose Mourinho.

The Portuguese – who famously dubbed himself the ‘Special One’ upon his appointment as Chelsea manager in 2004 – has his tongue firmly in cheek throughout the video, as he delivers a typically Paddy Power script.

The insight behind the campaign is that, with the Daily Jackpot being claimed daily (the prize averaging £40,000), there are more winners than ever before on Paddy Power Games – meaning you don’t have to be special to win. Which is where Jose comes in. Obviously.

The campaign was developed by VCCP in close collaboration with its sister agency CSM, with the objective to deliver cut-through in an otherwise overcrowded market.