SBC News Voice of the Sports Betting Industry
Out-of-work football manager, Jose Mourinho fronts Paddy Power Games’ new campaign ‘Special’, promoting the bookmaker’s £40,000 daily jackpot prize.
The nationwide campaign co-developed by creative advertising agency VVCP London sees a ‘humble Mourinho’ detail to audiences advice on ’what it takes to be special’ – spoofing the most controversial moments of Mourinho’s career.
Publishing a blog post announcing the campaign, Paddy Power marketing reveals that it has packed the advert with a number of ‘Easter eggs’, for audiences to catch.
In a further ‘propaganda update’ issued by Paddy Power, the bookmaker reveals that the two-time Champions League-winning manager ‘wrote bits of the advert himself’, keeping himself busy having been out-of-work for the past nine months having been sacked by Manchester United last December.
As a marketing team, Paddy Power states that it is used to working with special talents, having developed high profile campaigns with geniuses such as Stephen Hawking, Floyd Mayweather, Paul Scholes and Nigel Farage.
Special sees Paddy Power maintain its strong 2019 marketing momentum, with the bookmaker having secured high-coverage successes through its ‘Loyalty is Dead’ campaign featuring Rhodri Giggs promoting Paddy Power rewards, and the recent ‘Save-our-Shirt’ sponsorship of Huddersfield AFC.
