How do you prove your team is better than anyone else’s? You don’t. You argue about it. BBH and Paddy Power have built the irreverent humour of somewhat logical argument into a star-studded World Cup campaign, showing that when it comes to football, nobody does it better than England.

Because America tends to think it does everything better, particularly when it comes to sport. The glitz and the glamour; the excessive pyrotechnics. With the US hosting the vast majority of the 104 games, this World Cup is going to be a battle between sporting cultures for the true soul of football.

Paddy Power’s new campaign captures that soul. It’s a cheerleader for the passion and heart of England fans as they go up against their flashy American counterparts; to prove that England wins on (almost) every count.

The hero commercial, directed by Max Barden through Anonymous Content, and filled with Paddy Power’s mischievous spirit, pits actor Rob Lowe as the face of America against Danny Dyer, actor, presenter and national icon. There’s Lowe advocating for the excessiveness of America’s approach to football, featuring fireworks, cheerleaders and 4K Kiss Cams. Dyer, on the other hand, shows how England does it, with pints flying, topless fans and a demonstration of what a real football chant entails. And, in true Paddy Power fashion, there are a few noticeable cameos, including football legends, Peter Crouch and Mick McCarthy.

Felipe Serradourada Guimaraes, CCO at BBH London & Dublin, stated, “A star-studded film worthy of a World Cup ad. What else would you expect from Paddy Power?”

Leah Spears, marketing director at Paddy Power, added “This World Cup is a huge cultural moment and we wanted to create a campaign that only Paddy would dare to make. Something provocative, entertaining and rooted in football culture. BBH found a brilliantcreative tension to play with, and underneath the mischief, there’s a fame-driving, relevant idea that will connect with fans and turn attention into long term growth for our brand.”

The Nobody Does Football Better Than Us campaign launches with the hero spot during the Champions League Final on May 30 across the UK and Ireland. It will then run across TV, digital, social and OOH, with 30-second edits set to run right through to the World Cup final in New Jersey on July 19.

A special build OOH will be going live in Hackney, London on June 11 as well as across standard OOH sites. It’s designed to be as provocative as it is eye-catching, bringing the competitive Paddy Power mischief to the streets of London.

Credits:

Client: Paddy Power
Marketing Director: Leah Spears
Head of Sportsbook Marketing: Paul Mallon
Senior Brand Managers: Dan Oates & Ashley Vann
Brand Manager: Hannah Scott
Senior Media Manager: Amanda Weir
Advertising Agency: BBH London
CCO: Felipe Serradourada Guimarães
Creatives: Ed Ryder & Joe Craig
Designer: Nawaraj Gurung
Deputy CSO: Saskia Jones
Strategy Lead: Darius Pasalar
Managing Director: Bobbie Gannon
Senior Account Director: Louis Haskell
Account Manager: Georgia Hanscott
Agency Film Producer: Rory Reames
Agency Print Producer: Matt Kitto

Media Agency: EssenceMediacom
Production Company: Anonymous Content
Managing Director & Executive Producer: Tor Fitzwilliams
Head of Production: Sophie Hubble
Director: Max Barden
DOP: Christopher Sabogal
Producer: Camilla Cullen
Production Manager: Kelly Brown
Production Co-Ordinators: Maisie Spratt & Bella Russell Flint
Casting Director: Hammond & Cox Casting
1st Assistant Director: Chris Mears
DOP: Christopher Sabogal

Editing: Stitch Editing
Editor: Max Windows
Edit assistant: Luke Anderson
Edit Producer: Maggie McDermott
Post-production Company: Selected Works
Executive Producer: Alex Fitzgerald
Post-production Producer: Solomon Tiigah
Lead Compositer: Wes
CG Lead: Dave Hempstead

Grade: BaconX
Colourist: Hannibal Lang
Producer: Zara Bækkelund
Audio Post Production: String and Tins
Sound Design & Mix: Adam Smyth
Sound Design: Jim Stewart
Audio Producer: Eimear Ní Ghuaire
Music: Black Sheep Music
US Casting & Talent Partner: Atta