- Learning Objective: To study The Paddy Power ad campaign with consideration given to Industry issues
- Key words: ASA, Internet, Buzz, Mischief.
PROFESSOR STEPHEN HAWKING SOLVES HOW ENGLAND CAN WIN THE WORLD CUP
Results
Over 1000 credited news items within the first 24 hours of launch.
The story was covered by every national newspaper and major news site in the UK. All coverage was credited and the majority included an insert of the video.
Highlights included The Times, Daily Telegraph, Guardian, Independent, Metro, Daily Mail, The Sun, Daily Mirror, Express, Evening Standard, Daily Star, MSN, Yahoo!, AOL and ITV News, Digital Spy and key trendsetters such as Mashable and Vice
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Oscar Pistoriuos
On august 19th 2013 Oscar pistoriuos was officially charged with the murder of his girlfriend Reeva Steenkamp as the trial started Paddy Power placed an advert in the national papers offering odds on whether Oscar pistoriuos was innocent or guilty within days there were millions of complaints over the advert and it’s insensitivity and in due course was removed from circulation paddy power did issue an apology for the advert and were fined.
Oscar Pistorious trial
Paddy Power’s Oscar Pistorius ad has been named the most complained-about UK campaign of last year.
Advertising watchdog the ASA received a record 5,525 complaints about Paddy Power’s campaign, which offered “money back if he walks” for punters betting on the outcome of the murder trial. It took the unusual step of ordering the campaign to be pulled immediately, saying it was it was likely to cause widespread offence.
Paddy Power is no stranger to controversy in its advertising campaigns. In 2010, it launched an ad showing a cat being kicked into a tree by a blind footballer. Despite being the most complained-about ad of the year, it was cleared by the ASA and did not face a ban.
Result:
1. Upheld
We acknowledged that, while the bet offered was likely to be seen as distasteful by some readers, the ad was for a product we understood was offered legitimately. We also acknowledged that the ad made no explicit reference to death or violence.
However, we considered that by making reference to a high profile murder trial, the ad would be interpreted by readers as being inextricably related to the sensitive issues surrounding the trial, and to be making an implied reference to the person who had died. The CAP Code stated that references to anyone who was dead must be handled with particular care. We considered the ad, in particular the text “IT’S OSCAR TIME” and “MONEY BACK IF HE WALKS”, was likely to be interpreted as making light of the issues surrounding the trial, which included the death of a woman who had been shot by her boyfriend. We also considered the text “MONEY BACK IF HE WALKS” and “WE WILL REFUND ALL LOSING BETS ON THE OSCAR PISTORIUS TRIAL IF HE IS FOUND NOT GUILTY” was likely to be seen as making light of the serious decision making process involved in that trial. We therefore considered the ad went further than simply being in poor taste and that it was likely to cause serious or widespread offence by trivialising the sensitive issues surrounding the murder trial.
We acknowledged that the ad made no visual reference to Oscar Pistorius’s disability and that the reference “IF HE WALKS” would be understood to be related to the outcome of a criminal trial. However, we considered that text would also be understood by readers as a clear reference to Oscar Pistorius’s disability. We again considered the ad went further than simply being in poor taste and we were concerned that using the pun “IF HE WALKS” made light of disability. The CAP Code stated that particular care must be taken to avoid causing offence on the grounds of disability and we considered that the ad was likely to cause serious or widespread offence.
For the reasons given, we concluded that the ad breached the Code.
Task 1:
Answer the question with reference to the ASA and the the Paddy Power 'Mischief' campaigns.
Blind football, Hawking talking, Pistoriuos - It's Oscar Time.
How effectively were your three main texts marketed?
How effectively were your three main texts marketed?
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