Paddy Power & Lucky Generals continue ‘You Beauty!’ UK campaign

Paddy Power continues its ‘You Beauty!’ campaign, celebrating sports ‘unsung heroes’. This weekend the Irish bookmaker launched its latest ‘You Beauty! The Bus Driver’ campaign advert featuring a long-suffering coach driver and his woes at having to ferry unruly football fans.

Launched last November, ‘You Beauty!’ continues Paddy Power’s TV marketing guidance under long-term creative agency Lucky Generals. The UK advertising campaign was the first launched by the bookmaker following the completion of its £7 billion merger with competitor Betfair (completed February 2016).

Having undertaken a restructure of its joint marketing resources, London agency Lucky Generals currently acts as the creative lead for FTSE-listed Paddy Power Betfair. In August 2016 Lucky Generals, launched its first Betfair TV campaign ‘Ready?’ in time for the start of the new English football season.

Reaction to Lucky Generals work for Paddy Power has been positive with UK marketing news sources pointing that the agency is likely to be pushing the bookmaker towards a new creative direction following its multi-billion merger with Betfair, as Paddy Power Betfair now seeks a more ‘mature brand’ for betting audiences.