If you were an ad creative would you have the guts to ask a man, whose brother had an affair with his wife, to make a TV commercial that made light of it? If you were a brand, would you have the guts to run it?
Oddly, the ad – yes, there’s a real ad. It’s for Paddy Power, starring Rhodri Giggs, the brother of ex-Manchester United player and now manager of the Wales national football team, Ryan Giggs – has a positive vibe. Although Rhodri still doesn’t speak to his brother, eight years on.
The affair between Ryan and Rhodri’s ex-wife, Natasha, became infamous in the UK because the tabloid’s got hold of it. Those same tabloids are making Paddy Power’s TVC famous (or infamous – you choose).
The commercial, called Loyalty is dead, is for the Paddy’s Rewards Club. References to the affair are spread throughout the commercial, which concludes with Rhodri’s statement, “Loyalty gets you nowhere. Live for rewards instead. That’s why I’m the Paddy Rewards Club ambassador.”
Rhodri Giggs commented, “The whole thing is just me poking fun at the situation, because I’m over it. I’m not in the dark place I was years ago. I’ve moved on, he’s moved on, my ex-wife has moved on.”
The ad is running on TV, including during the Manchester City vs Chelsea Premier League match and Italy vs Wales in the Six Nations on ITV.
Creative agency: Chime
Creative teams: Christine Turner, Kevin Master, Chris Willis & Paul Kocur
Production Company: Academy
Director: Peter Cattaneo