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By John McCarthy, Opinion editor

August 5, 2015 | 2 min read

To mark the return of the Premier League, Paddy Power has released an outlandish ad shot outside the Etihad Stadium showing away fans showered with a host of gifts and offers.

Using a 26 barrel cannon, Paddy Power kicked off the ‘You’re Welcome’ campaign to engage with fans in an evocative manner ahead of the weekend's big kick off.

The bookmaker's 30 second TV slot, its first working with Lucky Generals, will be the first move in a lengthy campaign, coinciding with the football season.

Gav Thompson, chief marketing officer of Paddy Power, said: "The Paddy Power brand has always been about two things - being as generous as we can with our customers, and behaving in a mischievous way. With our new campaign we plan to unite these two attributes.

"Our first ad with our new agency partners, Lucky Generals, celebrates the start of the footie season with a typical show of outrageous generosity. There will be plenty more where this came from."

Helen Calcraft, a founder of Lucky Generals, added: "We're delighted with our first major work for Paddy Power since being appointed to the full account.

"This is just the start and we're looking forward to expressing Paddy Power generosity in increasingly colourful and entertaining ways."

The slot comes after Paddy Power ran, canned and subsequently saw leaked a Rolf Harris outdoor ad.

Etihad Stadium Paddy Power

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