Life With More Chances

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.