The mobile operating platform of Paddy Power is about to get a boost as the company prepare to launch a new UK television campaign with a sense of humour.

The campaign was created by Big Al’s Creative Emporium and M2m. The comical campaign features two models with their smart phones and another model talking about Paddy Power mobile betting.

Adam Perrin, the Paddy Power marketing manager, commented: "This campaign reflects our position at the cutting edge of the betting industry and being the most modern bookmaker for punters to bet with while retaining Paddy Power's established brand strengths for fun and irreverence."

The previous advertising campaign showed the controversial “blind football” was a big shot for some of the wrong reasons. It was reported as one of the most complained adverts in 2010 with over a thousand complaints from viewers. Surprisingly the Advertising Standards Association decided not to take action.

Paddy Power is looking to include the public with its future marketing to avoid problems. The gaming group is offering the chance to win $3,500 to anyone that comes up with winning creative advertising ideas.