Paddy Power risks touching a nerve in its new campaign, which riffs on loyalty and stars Rhodri Giggs, brother of former Manchester United star Ryan. But viewers are encouraged to see the humour in a spot that promotes the betting company’s Rewards Club, and indirectly references a falling out between the two over Ryan’s alleged affair with Rhodri’s now ex-wife, which played out in the tabloids. Clearly, many did, and the clip quickly went viral.

“The ad has its tongue ...