Life With More Chances Campaign | Imagine the Possibilities | Clapboard Ad Archive

Life With More Chances

Description

Launched in October 2023 in the United Kingdom, the 'Life With More Chances' campaign for Paddy Power Games, crafted by BBH, creatively explores the concept of second chances through a playful and absurdist lens. Featuring familiar faces Abbey Clancy, Peter Crouch, and Shaun Williamson, the film delves into whimsical alternate realities—what if the Brexit referendum never happened, VAR was never introduced, or Milton Keynes was different—inviting viewers to reflect on those pivotal moments that shape both personal lives and history. The narrative unfolds with Abbey playing Paddy Power’s Wonder Wheel on her phone alongside her husband Peter, as her imagination drifts into these alternate scenarios, ultimately returning to a cheeky punchline cementing the campaign’s humor and charm. Designed to engage online casino enthusiasts who enjoy games like roulette, blackjack, poker, and slots, the film embodies Paddy Power’s signature mischievous spirit by blending celebrity culture, sports, and a uniquely British wit that resonates with both existing and new audiences. Paddy Power's Head of Gaming Marketing, James O’Reilly, emphasizes the universal desire for do-overs and how, unlike Paddy Power Games, life offers no chance to rewind, while BBH’s Associate Creative Directors Luke and Lawrence highlight the campaign’s appeal to shared cultural moments and fan nostalgia, reinforcing the brand’s connection to its audience through humor and relatable scenarios. The campaign cleverly taps into the ethos of gambling as a metaphor for life’s unpredictability, encouraging players to take their chances with a free daily opportunity on Paddy’s Wonder Wheel. Amplified through social media channels including Twitter, Instagram, and Facebook, the campaign’s tone is irreverent, entertaining, and distinctly Paddy Power, all while promoting responsible gaming.

Credits

Client

Paddy Power

Agency

BBH

Campaign Title

Life With More Chances

Ceo

Karen Martin

Executive Creative Director

Alex Grieve

Strategic Planner

Simon Gregory, Oscar Mason

Creative Director

Luke Till, Lawrence Bushell

Creative

Dom Moira, Kieron Roe

Managing Partner

Bobbie Gannon

Account Management

Atalanta Purce, Kate Weston-Webb, Katie Headley

Producer

Michael Hanney, Charlie Phillips, Archie Johnston-Stewart

Crew

Rebecca Ellis, Ben Preston, Maria Pereira

Art Director

James Parkinson, Emma Buckley

More like this

Paris 2024 Olympic Games - BBC | Clapboard Ad Archive

The BBC's Paris 2024 Olympic Games campaign, created by BBC Creative, delivers a stirring film medium experience that encapsulates the excitement and unity of the Olympic spirit, inviting audiences into the heart of the Summer Olympic Games in the iconic city known as the city of love. With the central message, “Paris has never seen a love like this,” the campaign artfully intertwines the romance associated with Paris with the fervor and passion ignited by the Olympic Games, creating a compelling narrative that resonates with viewers. From 26th July to 11th August, the BBC is set to provide comprehensive, free-to-air multiplatform coverage, ensuring that audiences can engage with the event across various channels, including live broadcasts and streaming on iPlayer. This approach not only emphasizes the communal experience encapsulated in the slogan Higher. Faster. Stronger. Together. but also reinforces the idea that the Olympic Games transcend mere athletic achievement, fostering cultural and emotional connections among viewers. By strategically leveraging insights into audience desires for engaging, accessible experiences, the campaign positions the BBC as the definitive destination for Olympic coverage, appealing to a broad UK demographic interested in both sports and culture. The integration of classic Olympic moments alongside the anticipation for new highlights serves to deepen viewer engagement and build excitement leading up to the event. Promoted through the official trailer and social media hashtags #Paris2024 and #Olympics, the campaign encourages active participation by inviting audiences to subscribe to the BBC’s YouTube channel and explore exclusive Olympic content while awaiting the live action. With significant engagement metrics indicating strong audience resonance, this campaign effectively blends iconic Olympic highlights with the promise of unparalleled live coverage, asserting the BBC's role as a leading media hub during the Paris 2024 Games. Clapboard rates this 69/100 in its global creative archive. This campaign exemplifies how the intersection of culture and sport can create a powerful emotional narrative that elevates the viewing experience.

Campaign Proposition

The "Life With More Chances" campaign by Paddy Power, created by BBH, leverages the brand’s core proposition of offering players opportunities to take risks and explore alternative outcomes, both in gaming and life. Through a playful reimagining of “what if” scenarios — including Brexit never occurring, the non-introduction of VAR in football, and peculiar dating choices — the campaign underscores the allure of second chances, mirroring the brand’s gambling platform where users can continually try their luck with games like roulette, blackjack, poker, and slots. This positions Paddy Power Games as a space where chance and choice intersect, promising entertainment and the excitement of potentially rewriting outcomes. From a market strategy perspective, the campaign targets online casino gamers who appreciate humor and cultural relevance, especially those familiar with UK sports and celebrity figures. By featuring well-known personalities such as Abbey Clancy, Peter Crouch, and Shaun Williamson, the creative leverages recognizable faces to establish immediate audience connection and amplify engagement. The absurdist scenarios tap into a collective curiosity about pivotal life moments, blending satire with nostalgia to create a distinctive narrative that resonates with viewers who enjoy reflecting on “what could have been.” The approach aligns with Paddy Power’s mischievous and irreverent brand tone, appealing to both existing customers and new audiences who are drawn to the intersection of pop culture and gambling entertainment. This blend of humor, cultural commentary, and celebrity endorsement fosters brand affinity while reinforcing Paddy Power’s market position as a leading gaming platform offering “more chances” both in life and play.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign clearly centers on the presence of well-known Paddy Power regulars—Abbey Clancy, Peter Crouch, and Shaun Williamson—integrating their celebrity personas into a playful, alternate-reality narrative. The ad’s entertainment value stems from these familiar faces inhabiting absurd “second-chance” scenarios, leveraging their public personas and established association with the Paddy Power brand. The fantastical situations, satirical tone, and playful references all hinge on the celebrities’ recognizability, making the ongoing celebrity device the defining feature. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Take a chance - National Lottery MT | Clapboard Ad Archive — archive collection thumbnail

Take a chance - National Lottery MT | Clapboard Ad Archive

Take a chance by National Lottery MT, crafted by Space Studios Ltd and launched in Malta in 2022, marks a strategic brand introduction that roots itself firmly in local identity while tapping into the universal appeal of lottery gaming. This campaign positions the National Lottery MT as a genuinely Maltese lottery experience, seamlessly blending the familiarity of classic lottery games with the intrigue of new, exciting offerings debuting from July 5, 2022. The campaign’s narrative is built around the emotional and experiential benefit of participation—the thrill and possibility that come from taking a chance on fortune—an approach that sits squarely in Clapboard’s FORMAT#6 BENEFIT CAUSES STORY, where the product’s promise of excitement directly drives the call to action. The film medium is employed to cultivate a sense of optimism and community, inviting viewers to embrace the lottery not just as a game of chance but as a culturally resonant opportunity that celebrates Maltese pride and collective participation. While the campaign’s digital footprint includes just one media asset and modest engagement metrics, it nonetheless achieves a foundational presence in the local gambling landscape by leveraging hashtags like #takeachance, #nationallottery, #malta, and #lotterymt to encourage organic reach and social sharing. The messaging avoids typical problem–solution or testimonial frameworks, focusing instead on the intrinsic benefit of the lottery experience itself—the hope and excitement that compel audiences to engage with both the new games and the beloved lottery classics, thereby positioning National Lottery MT as Malta’s definitive lottery brand. In a market where competitors such as Betsson Group, LeoVegas, Unibet, 888 Holdings, and Mr Green emphasize technology, mobile innovation, or responsible gambling, National Lottery MT distinguishes itself through cultural specificity and community connection, which the campaign’s narrative and tone underscore. Clapboard rates this campaign 55/100. This campaign matters to the industry because it demonstrates how local cultural anchoring can serve as a compelling differentiator in the crowded gambling category when combined with a clear, emotionally driven call to action.

Believe in luck… - Dutch State Lottery | Clapboard Ad Archive — archive collection thumbnail

Believe in luck… - Dutch State Lottery | Clapboard Ad Archive

Dutch State Lottery’s New Year’s Eve Draw 2023 campaign, Believe in luck, created by TBWA\NEBOKO, exemplifies a confident evolution in lottery storytelling for the media and entertainment market by placing emotional resonance ahead of transactional aspiration. Eschewing the overused promise of jackpot euphoria, the film follows a young man whose brush with a time-traveling antique reveals not his riches but the enduring value of human connection, specifically love, throughout the various chapters of his imagined future. Cleverly, the narrative sets up a familiar tension—lottery ticket versus destiny—as the protagonist is thrust back to the present and must choose between a drifting ticket worth millions and the woman who appears in all the meaningful scenes of his life ahead. The campaign integrates the lottery product as both a literal and symbolic pivot, positioning the act of ticket purchase not as the culmination of personal hope but as a catalyst for reflection on what truly matters. This is a sharp deviation from the conventions of gambling advertising, especially in the context of Dutch competitors like Toto’s data-driven sports narrative or Holland Casino’s promise of luxury entertainment; instead, Dutch State Lottery claims a space where the brand is an occasion for authentic self-discovery and affirmation, rather than the ultimate source of happiness. Executed as what Clapboard’s taxonomy codifies as FORMAT#5—Exemplary Story, the campaign’s creative strategy delivers a classic three-act narrative in which the product is inextricable from the protagonist’s emotional climax, confirming the lottery’s relevance not in fantasy but in everyday choices and relationships. The campaign’s thematic consistency also builds on Dutch State Lottery’s established tradition of heart-led holiday advertising, following last year’s focus on intergenerational adventure with a nuanced meditation on partnership and the passage of time, both timely for the values-inflected New Year moment and broadly motivational for reflective adults. Through this approach, the brand demonstrates an understanding that real affinity in this category is forged by aligning the lottery experience with values that transcend wealth—anchoring its proposition in happiness as a communal, chosen state. The campaign earns 72/100 in Clapboard’s global creative archive. As the New Year’s advertising battleground grows ever more crowded, this campaign matters because it signals a maturing category-wide commitment to stories that frame gambling as a backdrop for the pursuit of meaning, rather than its replacement.

Papa - CANAL+ | Clapboard Ad Archive — archive collection thumbnail

Papa - CANAL+ | Clapboard Ad Archive

CANAL+’s 2023 campaign Papa, developed with BETC Paris, stands as a strategic and cultural masterstroke within the French media and entertainment landscape, leveraging the brand’s role as the principal partner of the Clermont Short Film Festival—the world’s foremost event dedicated to short films—to assert its leadership in cinematic patronage and content innovation. This original short film, crafted expressly as a tribute to the short film genre, embodies a sophisticated narrative and aesthetic sensibility that aligns CANAL+ with the artistry and craft of auteur-driven cinema, positioning the platform not merely as a broadcaster but as a curator and champion of filmic excellence. By debuting Papa at the festival and subsequently making it accessible on its streaming service, CANAL+ bridges the traditional exhibition space and the digital consumption model, enhancing its relevance to cinephiles and industry professionals who prioritize originality and cultural depth. The campaign’s creative approach falls within Clapboard’s FORMAT#12—Parody or Borrowed Format—since it consciously adopts and celebrates the conventions and tropes of short films themselves, using the genre as both narrative vehicle and homage, which deepens the brand’s authentic engagement with the film community rather than delivering a conventional promotional message. This meta-textual strategy elevates CANAL+’s brand positioning by embedding it within a culturally significant moment and format, reinforcing its identity as a platform that nurtures emerging voices and supports the sustainability of short-form storytelling. The campaign’s targeted reach to an audience of discerning viewers—those who influence broader cinematic trends and appreciate the nuances of film festivals—maximizes its impact within a competitive streaming market that includes global giants like Netflix and Amazon Prime Video, as well as local French services like OCS and Salto, by emphasizing cultural leadership over volume or breadth of content. Clapboard rates this campaign 63/100 in its global creative archive. This campaign matters to the industry because it demonstrates how media brands can authentically integrate content creation and cultural sponsorship into a unified expression of brand identity that resonates with both niche and mainstream audiences.

breaking news - Bulsatcom | Clapboard Ad Archive — archive collection thumbnail

breaking news - Bulsatcom | Clapboard Ad Archive

Bulsatcom’s Breaking News campaign, launched in Year: 2022 and developed by the agency proof., offers a sharp and memorable case study in market-tailored storytelling for Bulgaria’s media and entertainment sector by dramatizing the seamless access promised by its b.box and b.box app. The creative leap — a fictional alien landing in the rural town of Trun that brings the entire community together around screens outfitted with Bulsatcom technology — is a pointed exaggeration designed to make the indispensable utility of anywhere, anytime TV viewing both unmistakable and culturally resonant. This is neither functional demonstration nor testimonial; it is a textbook use of what Clapboard’s taxonomy would classify as FORMAT#6—Benefit Causes Story, in which the entire narrative apparatus revolves around the unique product benefit: uninterrupted connection and the assurance of never missing out on critical, breaking moments regardless of setting. By centering a hyperlocal yet universally enticing event that no audience would willingly ignore, the campaign anchors Bulsatcom’s brand promise of immediacy, flexibility, and relevance in the heightened tempo of contemporary media consumption. The setting’s specificity — Trun, not some generic locale — reinforces Bulsatcom’s local market comprehension, distinguishing the brand from broader, less nuanced messaging by larger telecoms and entertainment providers in Bulgaria such as A1 or Vivacom. Meanwhile, the suspense-driven visual storytelling orchestrated by proof. deliberately courts the FOMO impulse, both acknowledging and amplifying consumers’ deep-seated anxieties about missing pulse-racing news in a world increasingly wired for constant updates. The b.box and its app are not introduced as cold hardware but as the invisible connector at the center of a community transfixed by a once-in-a-lifetime spectacle, making the product narrative both immediate and highly emotive for a population accustomed to shared moments of national or global significance. The campaign earns 64/100 in Clapboard’s global creative archive. For creative and media strategists watching this category, Breaking News matters because it demonstrates how functional benefits in technology can be recast as emotionally significant moments when anchored in bold, event-driven narratives that move beyond product demonstration toward cultural spectacle.

Give Each Other Some Luck - Dutch State Lottery | Clapboard Ad Archive — archive collection thumbnail

Give Each Other Some Luck - Dutch State Lottery | Clapboard Ad Archive

Dutch State Lottery’s 2024 New Year’s campaign, Give Each Other Some Luck, created by TBWA\NEBOKO and published in The Netherlands in December 2024, foregrounds a narrative that redefines the value of luck beyond monetary gain, positioning human kindness and connection as the ultimate prize within the gambling category. This film campaign unfolds through a carefully constructed story centered on Tom, a young man whose small but meaningful acts of care toward his elderly neighbor—walking her dog and delivering homemade meals—illustrate a profound sense of community and generosity. The narrative tension pivots on a pivotal moment when the neighbor’s New Year’s lottery ticket is accidentally destroyed by Tom’s dog, creating a dramatic obstacle that is resolved through Tom’s anonymous replacement of the ticket. This act of selflessness culminates in a heartfelt reward from the neighbor, reinforcing the campaign’s core message that shared kindness outweighs any financial windfall. What Clapboard’s taxonomy would classify as FORMAT#5 EXEMPLARY STORY is fully realized here, with the lottery ticket serving as a vital plot device that drives both conflict and emotional resolution, embedding the product intrinsically within the storytelling rather than relegating it to a mere promotional prop. The campaign builds on the Dutch State Lottery’s legacy of emotionally rich New Year’s advertising, which has previously earned recognition for its ability to marry beloved animal characters and human warmth with the anticipation and hope the lottery inspires. The strategic timing of the campaign’s launch on December 10 and its multi-platform rollout across television, social media, radio, out-of-home, and retail environments maximizes seasonal relevance and consumer engagement during a period when themes of togetherness and generosity resonate most deeply. Complementing the narrative, the original song Once In A Lifetime by Irish singer-songwriter Gavin James enhances the emotional texture, underscoring themes of life-changing kindness and the value of human connection with an evocative musical backdrop that elevates the film’s affective impact. Michael Kastelijns, Business Director for the Dutch State Lottery, emphasizes the campaign’s focus on togetherness at a time of year when social bonds are paramount, while TBWA\NEBOKO’s Managing Director acknowledges the creative challenge of crafting stories that resonate amid societal uncertainty. The campaign earns 63/100 in Clapboard’s global creative archive. Give Each Other Some Luck matters to the advertising industry because it demonstrates how gambling brands can engage audiences with authentic, human-centered storytelling that transcends transactional appeals and fosters emotional loyalty even in a highly regulated and competitive category.

TIME FOR GOOD IDEAS - ADLANTIS | Clapboard Ad Archive — archive collection thumbnail

TIME FOR GOOD IDEAS - ADLANTIS | Clapboard Ad Archive

TIME FOR GOOD IDEAS from ADLANTIS asserts the agency’s foundational promise that creative inspiration can emerge at any moment, positioning itself within Germany’s competitive media and entertainment landscape as a partner for brands seeking strategy, design, and film solutions imbued with fresh thinking. Anchored by the metaphor that ideas are treasures waiting to be discovered, this agency self-promotion campaign frames its value in the professional search for those unique, differentiating concepts that drive meaningful outcomes for business clients — whether the context is brand building, image films, social media management, or product launches. The film’s visual approach, featuring scenes set in the ordinary environs of a supermarket, punctuates the central assertion that opportunities for great ideas are omnipresent, democratizing creativity and redefining where and how insightful solutions can be found. In what Clapboard's taxonomy would classify as FORMAT#9—Symbolize the Benefit, the work eschews literal product demos and narrative storytelling in favor of visual metaphors and exaggerated symbolism to articulate the agency's role: ADLANTIS is not simply a service provider, but a creative collaborator ready to deep-dive into what it calls the oceans of creativity to surface standout strategic ideas. By inviting prospective clients to initiate their own creative treasure hunt, the campaign’s direct call to action calls for active participation from brands, making the engagement process transparent and immediate while underscoring that the agency’s methodology is grounded in dialogue and the rapid delivery of actionable new thinking. While adopting a montage style to reinforce both the ubiquity and accessibility of inspiration, the campaign leverages ADLANTIS’s reputation for expertise across integrated capabilities to position itself as a true partner in the agency self-promo field rather than a distant supplier. The campaign earns 58/100 in Clapboard’s global creative archive. TIME FOR GOOD IDEAS matters because it signals a shift in agency self-promotion from passive claims to an active, collaborative stance, foregrounding the value of creativity as something unearthed through shared curiosity rather than delivered from on high.

Competitive Planks

Bet365 – Market Positioning Bet365 positions itself as a comprehensive, user-friendly online gambling platform offering an extensive range of sports betting options alongside casino games. Known for its in-play betting and live streaming features, Bet365 appeals to serious bettors who value real-time engagement and data-driven insights. Its global reach and reputation for reliability make it a leader in both sports betting and online casino markets.

William Hill – Market Positioning William Hill is a veteran brand emphasizing trust, tradition, and a broad betting portfolio, including retail shops and online platforms. It differentiates through a strong blend of sportsbook and casino offerings, complemented by personalized promotions and an emphasis on football betting. William Hill leverages its established legacy and regulatory compliance to attract both casual bettors and loyal customers seeking a reputable gambling experience.

888 Holdings – Market Positioning 888 Holdings prides itself on innovation and entertainment within online gambling, offering a wide spectrum of casino games, poker, and sports betting. It focuses heavily on technology-driven experiences, including live dealer games and exclusive slots, targeting players who value a high-quality, immersive gaming environment. The brand's strategic angle also includes aggressive marketing and attractive bonus structures to capture diverse player segments.

Ladbrokes Coral Group – Market Positioning Ladbrokes Coral combines a strong retail presence with digital innovation to deliver a multi-channel gambling experience. It targets mainstream sports bettors and casino players with a broad product range, loyalty programs, and high-profile sports sponsorships. The group aims to differentiate by integrating social betting features and leveraging data analytics to create personalized customer journeys.

Sky Betting & Gaming – Market Positioning Sky Betting & Gaming positions itself as a fun, accessible online gambling destination with strong branding tied to Sky’s media power. It focuses heavily on football and casual betting markets, combining engaging content, streamlined user interfaces, and integrated media partnerships. The brand appeals to younger, tech-savvy audiences seeking entertainment, social features, and a seamless mobile betting experience.