PMU launch rejuvenating TV campaign

French operator Pari Mutuel Urbain (PMU) has launched its latest TV campaign moving away from what it terms the “forty-year-old punter sitting in a corner bistro” to target a younger audience.

The two potentially controversial TV ads are based on significant historical events, the first the sinking of the Titanic and the other the 1963 assassination of U.S. President John Fitzgerald Kennedy.

The Titanic spot features the ships captain and his co-captain betting on how long they can cover their eyes before striking an iceberg, while the other features two policemen betting on how many twirls they can make when drawing their weapon cowboy style while on detail at the JFK parade – of course both with disastrous results.

The campaign will air on television in three waves ending on December 1, 2013.

Cyril Giraudat of PMU said: “This campaign will remind the public that challenge is part of our DNA and provides for having made ​​a bet in the heart of history.”

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