Paddy Power’s humour turns on the English in its latest campaign by BBH. The Irish betting platform has teamed up with quintessential English football fan and ex-East Enders star, Danny Dyer to celebrate England’s extraordinary position as Europe’s favourites to win the biggest football tournament of the summer.
The commercial travels to Germany where the English are teased for their “favourite” behaviours such as graceful exits (Brexit), modesty (raucous football fans), blending into new cultures and effortless style (the latter featuring the unlikely stars of the Four Lads in Jeans meme), in a humorous mirroring of friendly sporting rivalries. The spot also features a cameo from ex-England International player, Peter Crouch.
Michelle Spillane, managing director of marketing at Paddy Power, commented, “England are our favourites – because they’re 3/1 in the betting. With this latest campaign we wanted to capture the huge sense of anticipation ahead of this year’s Euros and we feel this sums it up accurately – not just for English supporters but for football fans from all corners of the continent.”
The film, directed by Andrew Gaynord and produced by Mindseye, will run alongside social, print and OOH, supported by several additional activations.
The campaign was created by Luke Till and Lawrence Bushell, associate creative directors, BBH London. They stated, “We always knew hours spent watching avant-garde films such as The Football Factory and Run For Your Wife would come in handy one day. Thanks to Paddy Power, they did.”
The 60-second film debuted on June 1 and will run throughout the tournament.
Credits:
Client: Paddy Power
Managing Director of Marketing: Michelle Spillane
Head of Marketing: Tom Muldowney
Head of Brand: Leah Spears
Senior Marketing Manager: Dan Oates
Senior Brand Manager: Jonny Roberts
Head of Film & Motion: Marcus Richardson
Public Relations Manager: Rachael Kane
Advertising Agency: BBH
Chief Executive Officer: Karen Martin
Chief Creative Officer: Alex Grieve
Executive Creative Director: Helen Rhodes
Chief Strategy Officer: Simon Gregory
Associate Creative Directors: Luke Till & Lawrence Bushell
Creative Directors: Kevin Masters & Christine Turner
Creatives: Marlon Rees & Aishah Siddique
Planners: Oscar Mason & Hugh Kupfer
Managing Partner: Bobbie Gannon
Account Director: Atalanta Purce
Account Executive: Katie Headley
Producer: Alen Grebovic
Assistant Producer: Ted MacDonnell
Media Agency: Essence Mediacom
Production Company: Mindseye
Director: Andrew Gaynord
DOP: Benedict Spence
Executive Producer: Charlie Phillips
Producer: Hera King
Editor: Adam Buckmaster @ Shift Post
Post-production Company: ELMNTL
Producer: Alasdair Patrick
2D Lead Artist: Martin Waller
Grade: ETC
Colourist: Luke Morrison
Sound Studio: Sting and Tins
Sound Engineer: Adam Smyth
Music Composer: Guy Farley
Music Supervisor: Hywel Evans @ Black Sheep Music
Music Company: Guy Farley
Talent Negotiations: Bourne Consultancy
