Paddy Power promoted its new Super Sub soccer sportsbook feature – one which means bets are still valid on players who are subbed off during a game as the subbed on player automatically picks up the bet – through a campaign titled ‘Super Sub is Here To Save Your Bet’.
Created by agency Bartle Bogle Hegarty (BBH), the campaign is led by a hero film, which features an array of actor/punters and a smattering of athlete ambassadors (including regular Paddy Power endorser and former striker Peter Crouch, as well as fellow former forward Teddy Sheringham), and rolled out from 2 March across TV, digital, social, in-store and PR.
The spearhead spot’s narrative arc opens with a confident punter in a pub who has just put a bet on the proverbial ‘the big man’ and is delighted to find that when the player is subbed off the brand’s new Super Sub feature means his bet still stands. In a commercial then uses a comic visual metaphor for the feature as the subs on the bench proudly take to the pitch with pride and revel in their new-found fame as statues are made in their likeness.
It was supported by a set of social media executions (including a further video starring Sheringham and Crouch) and a PR push.
No need to tweet us to complain if the player you backed gets taken off.
Paddy Power's Super Sub is here…#SuperSub
🔞18+ BeGambleAware pic.twitter.com/otcSJbyE7Y
— Paddy Power (@paddypower) March 5, 2024
Everything you need to know about Super Subhttps://t.co/PwWExlpaTN.
— Paddy Power (@paddypower) March 5, 2024
The campaign was created for a team at client Paddy Power which included Head Of Marketing Tom Muldowney, Head Of Brand Leah Spears, Senior Marketing Manager Dan Oates, Senior Brand Manager Jonny Roberts, Head Of Film And Motion Marcus Richardson and Brand Executive Agnisha Rabadia.
It was conceived and created by a group at agency BBH which consisted of Chief Creative Officer Alex Grieve, Associate Creative Directors Lawrence Bushell and Luke Till, Copywriter Neil Clarke, Art Director Jay Phillips, Planners Simon Gregory and Oscar Mason, Managing Partner Bobbie Gannon, Senior Account Director Louis Haskell, Account Managers Ella McNicholas and Georgia Hanscott, Account Executive Katie Headley, Agency Film Producer Rory Reames and Agency Assistant Film Producer Ted MaCdonnell.
The production company was Mindseye with Director Andrew Gaynord, Executive Producers Charlie Phillips and Hera King, DOP Benedict Spence, Production Designer Mikey Hollywood, Casting Director Emma Garret, Costume Designer Lucy Hagan, Editor Saam Hodivala (Shift Post), Assistant Editor Christina Hill and Edit Producer Kirsty Oldfield.
Online post was by a team at ELMNTL with Flame Lead Martin Waller, Flame Hussain Hussaini, Paul Gill Lem Lawrence, CG Phil Roberts, Post Producer Ben Spalding, Exec Producer Greg White, Colourist Luke Morrison (ETC) and Colour Executive Producer Oliver Whitworth.
The sound studio was Factory with Sound Engineer Jon Clarke and Sound Producer Ciara Wakley and music supervision was by Black Sheep Music.
The media agency was Essencemediacom.
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