Cheltenham – Paddy Power | Clapboard Ad Archive

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Cheltenham 2023 - Paddy Power | Clapboard Ad Archive

Paddy Power’s Cheltenham 2023 campaign, created with BBH London, is a high-velocity return to form for the Irish brand, carving out a distinctive narrative in the sports and fitness market by elevating the legendary rivalry between Irish and British punters as the creative engine behind its storytelling. In a category crowded with brands vying for engagement ahead of the Cheltenham Festival, Paddy Power exploits its heritage and the event’s tribal loyalties to fuel a campaign that is as much about cultural identity as it is about betting. Centered around the electric competitive spirit that ignites annually when Ireland and Great Britain face off at the iconic racing meeting, the film leans into mischievous brand DNA by showcasing authentic, insight-driven banter that speaks directly to both seasoned and casual bettors, positioning Paddy Power as not just a bookmaker but a catalyst for the passions and camaraderie that define the festival. Set against a creative shift prompted by BBH London’s recent appointment to its integrated advertising business, this campaign resets the brand’s narrative focus to the lived experiences of its audience, mirroring the atmosphere and language found trackside and in betting shops alike. Rather than defaulting to mere promotional messaging, the campaign’s approach — which Clapboard’s taxonomy would classify as FORMAT#5—Exemplary Story — keeps the product integral to the action, with the betting experience itself structuring the plot and serving as the engine driving taunts, triumphs, and crowd-fueled drama across both nations. By weaving together continuous, insight-rich episodes of rivalry, Paddy Power deepens its connection to a sporting tradition that is both polarizing and unifying, so that brand and event feel inexorably linked. The campaign earns 59/100 in Clapboard’s global creative archive. As the Cheltenham 2023 campaign demonstrates, truly resonant sports advertising demands a perpetual narrative rooted in lived audience insight, not simply seasonal opportunism.

Credits

Client

Paddy Power

Agency

BBH London, BBH

Brand

Michelle Spillane

Head Of Brand Strategy

Leah Spears

Head Of Sportsbook Marketing

Tom Muldowney

Senior Marketing Manager

Patrick Boyce

Brand Manager

Dean Finn

Pr Manager Uk

Rachael Kane

Cco

Alex Grieve

Creative Director

Luke Till, Lawrence Bushell

Copywriter

Jonny Durgan

Producer

Rory Reames, Rebecca Ellis & Valentina Schwendinger, James Sorton, Neil Andrews, Matthew Towell, James Beck

Strategic Planner

Jonny Turnbull

Category Mind Map

48%

Paddy Power’s "Cheltenham 2023" campaign leverages the brand’s Irish heritage to deliver a creative narrative centered on the spirited rivalry between Irish and British punters during the Cheltenham Festival. The campaign's core proposition promises an engaging, mischievous betting experience that captures the authentic camaraderie and competitive banter tied to this high-profile horse racing event, positioning Paddy Power as the go-to bookmaker that understands and amplifies the cultural nuances of its audience. Strategically, the campaign taps into a well-established sports tradition that naturally polarizes and unites punters from both sides of the Irish Sea, using the rivalry as a springboard for storytelling that resonates on a personal and emotional level. By focusing on the "friendly (and at times not so friendly)" banter, the campaign aligns with the lived experiences of its target market—sports bettors deeply invested in Cheltenham—thereby fostering a continuous narrative thread that extends beyond a single event. This insight-driven approach supports integrated advertising efforts under BBH London, marking a refreshed creative direction aimed at reengaging Paddy Power’s core audience through authentic, culturally relevant content rather than generic gambling messages. The campaign’s film format and strategic timing ahead of the four-day racing festival enhance its relevance and potential impact within the sports betting segment in the UK.

FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution. This campaign is best described as an Exemplary Story because narrative cues point to a core story-driven execution centered on the rivalry between Ireland and Great Britain at the Cheltenham Festival. Storytelling sits “at its core,” and the “continuous narrative steeped in insight” highlights banter and competition between fans—circumstances where Paddy Power’s betting platform serves as the catalyst for the action and the culmination of the storyline. There’s no strong evidence of symbolic exaggeration, celebrity focus, benefit-driven twists, or parody, but all signals show a story where the product is vital to the event’s unfolding and resolution. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Bet365 – Market Positioning Bet365 positions itself as a leader in comprehensive online sports betting, emphasizing a vast range of betting markets, live streaming, and in-play betting options. Their platform is user-friendly with a strong focus on real-time engagement, targeting serious punters who value variety and convenience alongside competitive odds. 2. William Hill – Market Positioning William Hill leverages its long-standing heritage as one of the UK’s oldest bookmakers, focusing on trust, reliability, and tradition. It offers both retail outlets and an online presence, appealing to both casual bettors and experienced gamblers with extensive sports coverage and promotional offers. 3. Ladbrokes – Market Positioning Ladbrokes combines a strong high street retail presence with an evolving digital platform, highlighting ease of use and entertainment value. Their marketing often plays on social banter and community, aiming to engage casual bettors through approachable branding and frequent promotions. 4. Sky Bet – Market Positioning Sky Bet differentiates by integrating with the Sky Sports media ecosystem, targeting sports fans who consume TV and digital content. Their positioning focuses on innovative features, tailored promotions, and customer rewards, with an emphasis on football and popular UK sports. 5. Coral – Market Positioning Coral emphasizes a blend of retail and online betting with a focus on customer service and user experience. Their campaigns often highlight accessibility and fun, targeting recreational punters who seek straightforward betting options and regular promotional incentives.

Q: What is Cheltenham 2023 about? A: Cheltenham 2023 is a campaign created by BBH London for Paddy Power, launched in the United Kingdom in 2023. The campaign centers on the iconic rivalry between Irish and British punters during the Cheltenham Festival, using a TV ad to spotlight the spirited banter and cultural nuances that define this annual horse racing event. With Paddy Power’s Irish heritage at its core, the campaign marks the brand’s first major integrated advertising effort under BBH, positioning Paddy Power as a bookmaker that both understands and amplifies the unique energy of its audience. Q: What creative device does Cheltenham 2023 use? A: Cheltenham 2023 employs the Exemplary Story format, as defined by Clapboard’s 12-format classification system. This approach places storytelling at the heart of the campaign, with the narrative unfolding around the rivalry and camaraderie between Irish and British fans at the Cheltenham Festival. The betting platform is integral to the plot, serving as the catalyst for the action and resolution, rather than relying on exaggeration, celebrity, or parody. The campaign’s film execution ensures the product remains vital to the story’s progression. Q: What is the campaign proposition for Cheltenham 2023? A: The campaign proposition for Cheltenham 2023 positions Paddy Power as the bookmaker that truly understands and celebrates the cultural dynamics of its audience. By focusing on the mischievous, engaging banter between Irish and British punters, the campaign promises a betting experience that is both authentic and entertaining. This strategic stance is aimed at sports bettors who are deeply invested in the Cheltenham Festival, reinforcing Paddy Power’s relevance through culturally resonant storytelling rather than generic gambling messages, and leveraging a well-established sports tradition to foster ongoing engagement. Q: How does Cheltenham 2023 rank in Clapboard's archive? A: Cheltenham 2023 holds a Clapboard Campaign Score of 59/100. This score reflects the campaign’s creative ambition, the quality of its execution, and its cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in Paddy Power's category? A: In the sports betting sector, Paddy Power faces competition from brands such as Bet365, which emphasizes a comprehensive online offering with live betting and a wide market range for serious punters; William Hill, known for its heritage and reliability across both retail and online channels; Ladbrokes, which blends high street presence with digital innovation and a focus on social engagement; Sky Bet, which leverages integration with Sky Sports to target media-savvy sports fans; and Coral, which highlights accessibility and customer service to appeal to recreational bettors seeking straightforward, enjoyable betting experiences.