Paddy Power’s take on the true meaning of Christmas is going to displease someone. Possibly many someones. But the betting company with a penchant for being provocative has certainly seized the moment. That moment is the coincidence of the lead-up to Christmas and the World Cup.
In Paddy Power’s Christmas ad, the World Cup mischievously takes over Christmas traditions, shamelessly recreating Christmas as a joy of football event, narrated by Shameless star, David Threlfall.
Flares clash with turkeys, lads get their knits out, we see what happens when a Christmas carol organist goes rogue, football-obsessed nans kneel before football managers, and former England great, Peter Crouch, collides with a bouncer in the betting firm’s reimagining of a tale as old as time itself as the striker struggles to find room at “The Inn”.
The Where were you in 22? campaign was created by Droga5 London and is supported by sharp creative, all of which pushes the boundaries of bedlam, covering OOH, social, press, some kitsch crockery (illustrated by artist Vince Pastiche), a World Cup edition of Charades, Christmas jumpers and even a special build OOH festive light display of that famous Frenchman who delivered an iconic World Cup memory that sticks in the head.
Paddy Power is also offering a free Bet Builder on all England Games. In a semi-ironic display of British patriotism, the better England do, the more Paddy Power pays.
(Because ‘Tis the season for giving, after all.)
Where were you in 22? Intends to be a rallying cry to the nation to make the most of a historic moment and aims to position Paddy Power as the home of football during the World Cup. The icampaign launched on Friday November 11, and will run throughout the World cup period.
Michelle Spillane, Marketing and Brand Director for Paddy Power UK & Ireland added: “For the first time in our lives, football fans and brands are faced with the prospect of Christmas colliding with a Winter World Cup. It’s unchartered territory for all of us. To Paddy Power, it presented us with double the opportunity to surprise and delight football fans. Our aim was to create an ad campaign that celebrates the beauty in both, that captures the mood of the nation and gets fans excited about the prospect of this unforgettable opportunity to mark where they were in 2022 during this once in a lifetime tournament.”
Shelley Smoler, Chief Creative Officer for Droga5 London, added, “We are the middle children of history. Born too late to explore the earth. Too early to explore the stars. But just in time to witness a World Cup at Christmas. This campaign celebrates this unprecedented and historic moment.”
Credits
Client Credits: Paddy Power
Brand & Marketing Director: Michelle Spillane
Brand Marketing Manager: Patrick Boyce
Head of Brand Strategy: Leah Spears
Head of Sportsbook Marketing: James O’Reilly
Brand Manager: Natasha Son
Brand Executive: Aggie Rabadia
PR Manager UK&I: Rachael Kane
Agency Credits: Droga5 London
Chief Creative Officer: Shelley Smoler
Creative Director: Martin Beswick, Ed Redgrave
Creatives: Sara Sutherland, Ash Hamilton
Head of Design: Stephanie McArdle
Design Director: George Goldsack
Creative Artworkers: Paul Callaby, Robert David
Head of Strategy: Damien Le Castrec
Strategy Director: Aaron Harridge
Group Account Director: Oli Morgan
Account Director: Ben Allan
Head of Production: Peter Montgomery
Agency Producer: Ben Catford
Assistant Producer: Olly West
Business Affairs: Debbie Knox
Production Company: RiffRaff
Director: Rich Hall
Producer: Kate Brady
Editor: Ben Corfield @ Stitch
Post Production: nineteentwenty
DoP: Hunter Daly
Sound Design: String & Tins
