Former footballer and brand ambassador teams up with his wife Abbey Clancy to front a new spot for bookie Paddy Power looking forward to the Cheltenham Festival – jump racing’s annual Olympic Games.
Launched in the first week of March, ahead of the Festival which runs from 16 to 19 March, the 60-second commercial urges punters to ‘Feel Like A Favourite’.
Created by agency VCCP, the spot starts with Crouch in bed watching racing, while his wife throws him his ‘lucky pants’ before moving on to Crouch watching the Festival from his living room.
All the while racing commentators Matt Chapman and Gina Bryce stand behind him adding mocking comments linked to Crouch’s career and personality such as “He’s moved stables a lot” (in reference to Crouch’s career playing for 12 different clubs) and “He must be 20 hands at least” (referring to his 2m-plus height).
The ad also includes a cameo from Cheltenham’s most successful jockey, Ruby Walsh, who comments that “Even the Irish will back this English banker.”
Kevin Masters, VCCP Creative Director the said: “‘Feel like a favourite’ is that moment when you look across at everyone else in the starting stalls, and you just know you’ve got the advantage. And that’s exactly what it feels like heading into raceday armed with the Paddy Power app. Like Frankel racing against donkeys.”
The campaign was created by a VCCP team which included Creative Director Kevin Masters, Creatives Paul Kocur, Chris Willis, Patrick Silla and Simon Allen. The production company was Stink with Director Keith McCarthy and media planning and buying was handled by MediaCom.
Comment:
The campaign follows on from previous Crouch work for Paddy Power, including fronting the ‘New Normal, Same Old Football‘ campaign alongside Clancy to mark the start of the English football season in September 2020.
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