Paddy Power Awks 2025

About

Paddy Power channels a familiar social tension in its latest sports and gaming commercial, titled Awks. The narrative unfolds within the intimate setting of a traditional pub, leaning into a cinematic aesthetic defined by warm interior lighting and classic wood-and-leather textures. Developed by BBH London, the spot captures a fleeting encounter between two patrons, utilizing a live-action technique to ground the interaction in realism. The production was managed by MindsEye, with post-production and VFX support provided by ELMNTL and Electric Theatre Collective, while GCRS oversaw the music and sound design.