Advertising Meets Politics in Paddy Power Spot

Last week, shots.net featured a Paddy Power spot starring Nigel Farage. The ad got us thinking – is it risky for a brand to use a politician as a frontman? Who benefits from it – the brand or the politician? Will both win or suffer as a result in the longer term?

Farage, leader of the UK Independence Party (UKIP), was undeniably a surprising choice by bookmakers Paddy Power to feature in an ad backing the European team in the Ryder Cup.

The famously anti-EU politician is seen strutting around a golf course, enjoying a pint and singing the praises of Europe. He quotes Winston Churchill and describes the fabulous wine, food, transport systems, clogs and golfers of the continent.

With dramatic music playing in the background, the advert, which was created by agency Mischief PR, is very clearly tongue-in-cheek but it does present a different side of the political party which is known for anti-immigration and anti-European Union policies.

However, one can’t help but wonder whether it’s a good idea for a brand to associate themselves with a politician as it could suggest to consumers that the brand supports that political party. This was clearly the conclusion that many social media users came to, as they took to Twitter to declare their outrage.

‏@redstarbelsize ranted: “Nigel Farage and Patrick Power – birds of a feather. I don't want to know or hear anything more about this.”

@UrzzzTV said: “Deleting my account with @paddypower seeing as they think it's acceptable to pay Nigel Farage for advertising and give a racist a platform.”

‏While @Danny_McMoomins wrote: “Imagine giving your money to Paddy Power so they not only undermine your football club, but also give money to Nigel Farage. Weapons.”

It’s clear that some people have taken the ad as an indication that Paddy Power is a supporter of UKIP and therefore not a company that they, if of a different political persuasion, want to be associated with.

Meanwhile, what does Farage get out of this? He reportedly told BBC news that he did the ad “for nothing”, not even a free bet. So why did he want to risk damaging his reputation as a serious political leader by taking part in a comical ad? Perhaps he saw it as an opportunity to show that he loves Europe, it’s just the EU that he doesn’t like.

In a column for The Independent, Farage says: “I was very surprised when Paddy Power contacted me and wanted me to help them in making an advert for the Ryder Cup this weekend. The idea was I'd be supporting Team Europe, and I thought that was rather funny.

“In the Ryder Cup team, players from Switzerland and Norway are included alongside players from the UK and Ireland and other EU member states. The team represents the continent rather than the political union. My one objection, however, is that they use the EU flag, which I think is wholly irrelevant.

“I'm pleased with the results and I hope the ad makes people laugh. I also hope it makes people realise that just because I hate the EU doesn't mean I don't love the continent of Europe and its different cultures, different foods and different traditions.”

It’s pretty clear that Paddy Power’s decision was a controversial one, but it’s got people talking and that’s always a good thing. Many people have simply seen the ad as a bit of fun and have enjoyed the comedy, but by doing a campaign like this there’s always going to be a few people that are less than impressed.

shots is interested to find out whether more brands will start using the political approach with their advertising. Who knows, maybe we’ll soon see David Cameron and Nick Clegg starring in comedic roles on our TV screens too.