AIDA: Analysis & application to Paddy Power "Live for Rewards" advert.

Paddy Power - "Loyalty's Dead. Live For Rewards."

On the 8th February 2019, Gambling organisation Paddy Power, known for its outlandish social media posts released a brand-new advertisement campaign called ‘Loyalty is Dead, Live for Rewards’. The TV advert featured Rhodri Giggs, the brother of Manchester United legend Ryan Giggs. The advert was heavily influenced by the major scandal of Ryan Giggs’ affair with Rhodri’s wife. The affair lasted over 8 years with Ryan also requesting for a super injunction, only to be accidently exposed by a member of the House of Lords.

The ad essentially lists several things that Rhodri Giggs believes to be loyal too, for example he states, “I always drink in the same pub” and “I always support my country”. The TV ad hints heavily at the affair with one scene showing his wife about to leave to get milk, playing on the affair he jokingly states, “we do need milk”.

With just under 3 million views on YouTube, how effective was this TV campaign? Well to help figure that out you will need to use AIDA which stands for, attention, interest, action, desire. First, this TV ad starts of slow, for those who might not know who Rhodri, thoughts of confusion might creep in over his striking resemblance for brother Ryan is. Though for those who know of Rhodri, this ad instantly grabs your attention, with paddy usual antics with social media, you tend to know, you’re about to get a very controversial TV ad and this certainly doesn’t disappoint. In terms of attention, the ad hooks the viewer in mainly on the sole purpose of waiting for the inevitable dig at Ryan Giggs. In terms of action and desire however, this will most certainly get people talking about the company, and with a very washed out market like the betting industry, it could potentially sway viewers to their sight. Though, this TV ad is unlikely to spark the desire to gamble.