The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Advertising Manchester United VCCP

Ads We Like: Jose Mourinho mocks ‘Special One’ title in Paddy Power ad


By John McCarthy, Opinion editor

September 27, 2019 | 2 min read

Irish bookmaker Paddy Power continues to adopt football’s most buzzworthy figures in its advertising campaigns, adding another Manchester United personality following its Giggs and Cantona creative.

Jose Mourinho mocks ‘Special One’ title in Paddy Power ad

Currently clubless managerial figure Jose Mourinho has featured in a football reference-laden ad, making light of his ‘special one’ title by pointing out some of his more infamous moments.

The spot details Paddy Power’s Daily Jackpot competition on the thesis, you don’t have to be a ‘special one’ to win.

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.

Michelle Spillane, Paddy Power’s marketing director, said: “Jose Mourinho knows a thing or two about being special, so who better to front our Daily Jackpot campaign?

“A household name and one of the most successful managers in football history, it was glorious to work with Jose, and deliver a campaign that has real stand-out for the category.”

Mark Orbine, executive creative director at VCCP Blue added: “We wanted to bring the world of Paddy Power Games to our football betting audience. So when we were looking to bring our campaign ‘don’t think you’re special’ to life again, self-proclaimed ‘Special One’ Jose Mourinho was the only option. After all, who knows what it is to be special better than the man himself?”

The campaign launches across online on 26 September and on TV, print, OOH and social from 27 September.

Vote for the ad in the Creative Works below.

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

By Paddy Power

Overall Rating 5/5

Vote now
Advertising Manchester United VCCP

More from Advertising

View all


Industry insights

View all
Add your own content +