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By Tony Connelly, Sports Marketing Reporter

March 5, 2016 | 2 min read

Paddy Power's ads have become synonymous with generating complaints and the Irish betting firm has chosen to wear its dubious record as a badge of honour in its latest ad campaign featuring Fonejacker star Kayvan Novak.

The online betting company has launched four new ads which have been created by Lucky Generals. In the ads Novak plays Paddy Power's head of complaints department as well as characters calling in to complain about the company.

In the first 30 second ad a posh horse racing fan calls in to complain that Paddy Power's offers are also open to the "riff raff" while a second the second sees Novak play a burger van owner called Pitta Andre.

“Kayvan is a genius and dials up the comedy, and complaints, brilliantly in these news ads,” said Paddy Power. “It’s fair to say Paddy Power has attracted the odd complaint down the years so it feels right to be solving them now. Kind of...”

Novak, who underwent over 20 hours of prosthetic make-up to transform into the characters said:“I think people are going to love it - and if they hate it, at least they know who to call.”

Paddy Power is renowned for its dark sense of humour in its ads which have led to many complaints with its Oscar Pistorius ad being named as the most complained ad of 2014. However the company failed to make the Advertising Standards Authority's top 10 most complained about ads of 2015.

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