London, United Kingdom
Campaign "Complaint Line"
Advertiser Paddy Power PLC
Brand Paddy Power
Date of First Broadcast/Publication
Business Sector Others
Philosophy Lucky Generals has developed a major new campaign for Paddy Power, featuring Kayvan Novak, the star of comedy hits Fonejacker and Facejacker.
The campaign is set in the Paddy Power Complaints Department - and sees Novak not only playing the part of the customer service rep, but also a succession of irate callers. In a series of TV executions, directed by Traktor through Rattling Stick, the super-slick employee deals masterfully with the punters' complaints and even wins them over with special offers and new products. The ads then finish with the brand sign off: "You're welcome!"
The campaign, which broke on the 5th March, kicks off with 4 spots, covering key sports and offers. The first horse-racing ad, called 'Binoculars' features a posh equestrian lady complaining that Paddy Power's offers are open to the riff raff. The first football commercial stars a burger van man, who moans that the bookies' offers make his own deals look bad.
A gaming ad breaks on the 12th March and stars a Vegas casino operator who is cross about Paddy Power being named Casino Operator of the year 2015 and a spot for One Touch betting that breaks on March 18th features an eccentric pianist, who complains that he has no fingers spare to place a bet in play. Other executions, featuring different characters, will break later in the year.
The campaign marks Lucky Generals' first major campaign for Paddy Power, since winning the main retail account last Summer, although the agency has worked with the bookmaker on Mischief projects since 2013. Previous outings have included Rainbow Laces, Shave the Rainforest and a campaign to elect David Ginola as FIFA president. 
Problem Danny Brooke-Taylor, Lucky Generals' creative founder said: "We've generated quite a few complaints for Paddy Power in our time, so it feels right to be solving them now. Kind of." 
Media Type Television & Cinema
Editing Company
Sound design
Post Production
Production Company
Media Agency
Sound Designer

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