After a huge World Cup this summer, Paddy Power is recharging fandom fervour again for the incoming UK football season. Of course, that is being done with Paddy Power’s signature wicked wit, this time the motto, Why The Football Not?, created by BBH London. 

The platform, packed with viral memes, football in-jokes and Easter eggs for eagle-eyed fans, celebrates the sheer unadulterated absurdity of British football fandom, from the sublime to the ridiculous, the weird and wonderful experiences and behaviours that make the game great, with the answer, Why the football not?.  The hero film amps up its appeal with national treasure, Danny Dyer, who has now been the star of several Paddy Power campaigns, and former England striker, Peter Crouch.

Leah Spears, marketing director at Paddy Power, stated, “From Spygate to Danny Murphy’s cat Bob being a breakout star of the World Cup, we live and breathe football at Paddy Power. So, after the longest season ever, the biggest World Cup of all-time and another England heartbreak, some people might wonder why we’re going again. English football is the greatest game on Earth, so we say, why the football not?” 

Paddy Power ambassador, Danny Dyer, commented, “Football’s a funny old game, and us fans can be a strange bunch. One minute you’re absolutely losing your head, saying you’re done with it, the next you’re hugging your mates and kissing some random bald geezer right on his dome. It doesn’t make any sense, but that’s why we love it.”

Peter Crouch, added, “Football fans are great because we’re all a little bit ridiculous, in the best possible way. That’s usually where the magic comes from and leads to all those silly moments on and off the pitch. You don’t really need a good reason to care; you just love it anyway.” 

The campaign will run across the UK and Republic of Ireland for at least the next nine months.

Credits:

Client: Paddy Power
MD, Online: Michelle Spillane 
Marketing Director: Leah Spears 
Head of Sportsbook Marketing: Paul Mallon 
Senior Marketing Manager: Dan Oates 
Senior Brand Manager: Ashley Vann 
Brand Manager: Hannah Scott 
Head of Sports & Gaming Creative: Marcus Richardson 

Advertising Agency: BBH London 
CCO, London & Dublin: Felipe Serradourada Guimarães 
Creative Directors: Philip Holbrook & Stuart Royall 
Creatives:Jack Gravatt & Till Dittmers 
Motion Designer: Nawaraj Gurung 
Deputy CSO: Saskia Jones 
Strategy Lead: Darius Pasalar 
Client Managing Director: Bobbie Gannon 
Senior Account Director: Louis Haskell 
Account Manager: Georgia Hanscott 
Senior Film Producer: Nicole Southey 
Assistant Producer: Kutcha Bouzin
Print Producer: Sally Kursa 

Media Agency: EssenceMediacom 
Production Company: Anonymous Content 
Managing Director & Executive Producer: Sophie Hubble 
Executive Producer: Shion Hayasaka 
Director: Max Barden 
Producer: George Saunders 
Editor: David Whittaker @TenThree 

Post-production Company: Selected Works 
Post-production Producer: Solomon Tiigah 
2D Lead Artist: Matthew McDougal 
Grade: Selected Works 
Colourist: Hannibal Lang 

Sound Studio: Sine Audio 
Sound Engineer: Phil Bolland 
Music Supervisor: Hywel Evans 

Music Company: Black Sheep Music