Unless I’m very far off the mark, I don’t think many of those reading this would historically associate bookies with progressive culture. I have fairly strong-smelling memories of the local betting shop near where I grew up, full of grimacing old men chain-smoking cheap fags in silence, and giving off the musty aura of despair.
In recent years, though, some chains have tried to revitalise the image of your local bookmaker. Paddy Power is one of them – with clear, clean shop designs and branding, they scream, “come and have a quick flutter, it’ll be a laugh” rather than, “bring your Racing Post and a coffin, just in case”.
Not my scene, but good on them. Gambling can be a laugh in strict moderation, and if people want to lay a few quid on a horse or a game then I don’t have a problem with that. My problem comes when one of these allegedly progressive betting shop operators uses exclusion and hatred of a vulnerable group to get a cheap laugh for more business.
Paddy Power, j’accuse.
This is made a million times worse because it pretends to be inclusive at the beginning – “beautiful transgendered ladies” is a cracking start. Then, in the same sentence – “spot the stallions from the mares”. It’s funny because they’re really MEN! Ha! Oh, my organs.
“Woman!” “Woman!” Transwoman appears and the tone gets a little reticent, maybe disgusted. “Maaaan”. Woman with a dog – “woman!” Then another transwoman, coming out of a male toilet (because they’re really men, right, guys? Right?) and the announcer ‘accidentally’ calls her a dog! Because of the dog in the previous shot! That makes it okay!
And then it tops off with a fairly masculine-looking transwoman, and the mocking is even more blatant. “Oooh, good luck with that one Ian”.
I’ve mirrored it here in case it gets removed from YouTube, but let’s see what the tags on the YouTube video are, shall we?

Brilliant. Nice work, Paddy Power; you managed to get “trannies” in there. And a misspelling of “transvestites”, which speaks volumes to the kind of gifted intelligentsia that this advert is aimed at.
Transphobia: because you’re less likely to get sued for it than homophobia. Disgusting.



