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Juvenile humor rules when the insight about the new Paddy Power app being so simple to use you don't even have to look at your phone, is translated to an ad full of people tugging in their pockets. Of course it looks like they're doing something else, and therein lies the gag, innuendo for the win. Described by the chief marketing officer at Paddy Power, Gav Thompson, as "too fruity" for mainstream telly, this is one of those online wanks only. Sorry, I meant to say adverts. Gav added: "We acknowledge it’s a bit close to the bone, but the tongue-in-cheek metaphor of knocking a quickie out in your pocket was just too good not to share. We showed the idea to our customers and they thought it was very funny and very relevant, so we decided to share the joke".
Danny Brooke-Taylor, co-founder of ad agency Lucky Generals that created this idea, quipped: "This is one of those lovely instances where your hobby becomes your job." Cheeky.
ad agency: Lucky Generals
Director: James Rouse