Kayvan Novak, the star of Fonejacker and Facejacker, has teamed up with Paddy Power to feature in a new series of adverts for the bookmaker.
Novak plays the role of head of complaints for the betting operator which has a reputation for touting controversy and has received extensive complaints in the past. Thanks to its Oscar Pistorius ‘It’s Oscar Time’ advert, it holds the dubious honour of being responsible for the most complained about ad in history in the UK, though it was not banned by the ASA.
Actor and comedian Novak, who also starred in the Chris Morris film Four Lions, has signed up for four adverts with Paddy Power. The first two have gone live today.
The focus of one of the adverts is Cheltenham Festival and is a bid to promote Paddy Power’s money back offer which is available throughout the festival’s duration. The other, which sees Novak as both head of complaints and burger van owner, focusses on the bookmaker’s regular Bet £20 pre match, get £10 in-play offer on the football.
These new adverts have been released during a particularly controversial time for the bookmaker. After findings by the Gambling Commission that the operator had encouraged a problem gambler to keep gambling in-store, there was extensive criticism leveled at it with reports showing that the man in question had lost five jobs, his home and access to his children.
Paddy Power responded by agreeing to a voluntary payment of £280,000 to a socially responsible cause.
Of the new series of ads, Novak said: “I think people are going to love it – and if they hate it, at least they know who to call.”