Irish online and land-based gambling companies; often seem to have more spunk than sense when it comes to their advertising campaigns. Paddy Power is a prime example, and they have been in hot water with the ASA (Advertising Standards Authority) on more than one nail-biting occasion. Boylesport looks as though they might be next in line with their online bingo brand. While the demographic of online bingo players is certainly changing – and this game is no longer a blue-rinse-brigade following – not by a long shot. Players are becoming younger, and many winners we see are even as young as the 18 – 24 age group, this also does not mean to say – there is nary a prude amongst them.
According to eGaming Review, The Boylesports’ bingo site – Boylebingo.com is about to launch it’s first ever TV ad, which features a naked man. This operator claims it is the ‘sexiest ever’ online bingo commercial. It sees a nude male model – dressed only in a cue card advertising ‘no lose bingo’. In the ad he covers his…hmm…bingo balls with the cue card, and the slogan for this site is ‘We’ve got the biggest balls in bingo’. Make what you want of that!
Quite frankly we can’t wait to see the ad, and we are really terribly curious about what the response from the public will be. Either it will go down very well, or land crashing like a ton of bricks. What is actually more interesting however is, when a contentious advert crashes and receives a ban from the ASA, it can often do the gambling website more good than harm. In fact there are big benefits to an online gambling ad being banned; so much so, that if we didn’t pretend to know better, we might think that ‘banning’ was the actual intention. As we used to say about children back in the day; ‘bad attention is better than no attention at all’.
Generally there are two rules to follow for advertising agencies – 1. Don’t destroy the brand and 2. Make us stand out in the crowd. Often, one rule is just so tempting to break, that it actually cancels out considerations on the other. Paddy Power has worked on this advertising premise for as far back as we can remember, and 1. It has not destroyed their brand – quite the contrary in fact, and 2. It has certainly made them stand out from the crowd!
Boylesbingo is also interestingly enough an Irish brand. Do they have more spunk than sense, well this remains to be seen? We don’t for a moment think that adverse publicity will only work for paddy Power. But we also have to remember that a lot depends on the actual nature of the advert and whether it is truly offensive, or merely tongue-in-cheek. Quite honestly some ads attributed to Paddy Power have been in the ‘truly offensive’ category. Also when the ASA bans an ad for a totally stupid reason, then adverse publicity is great, because there is usually a public outcry about how stupid the ASA is.