New Paddy Power ad pokes fun at England being favourites to win Euro 2024
Irish bookmaker hires ex-Eastenders landlord Danny Dyer for tongue-in-cheek campaign as the Three Lions are in the unique position of being 3/1 to lift trophy
Paddy Power has called upon cockney actor Danny Dyer to front the operator’s latest campaign ahead of the Euro 2024 tournament, starting on 14 June.
The 60-second ad, produced by creative agency BBH London, takes a playful swipe at being ‘Europe’s favourites’ – 3/1 with Paddy Power, just ahead of France at 7/2 – to land the quadrennial tournament, which is being held in Germany.
The online and TV ad sees Paddy Power poke fun at everything from Brexit, the behaviour of England fans abroad and the national team’s 58-year trophy drought, with the theme highlighting how the Three Lions are this time in the rare position of tournament favourites.
“The Euros are here – and let’s have it right, England are everyone’s favourites!” Dyer claims at the start of the ad, while occupying the familiar role of landlord strutting about a busy beer garden.
Soon after, characters from different European nations sarcastically praise the English for a variety of ‘qualities’.
On a plane, one German man quips about the English’s modesty, while surrounded by supporters toasting the World Cup triumph of 1966.
A waitress at a Spanish hotel talks up the English’s ability to “blend into new cultures”, just before Dyer can be seen poolside on his sun lounger requesting “egg and chips por favor please mate”.
After a few more jibes, including one about a not so “gracious exit” from the European Union, Dyer responds with, “Jog on. We’re not that bad, are we?”
Dyer isn’t the only famous face to star in the campaign, with ex-England international and Paddy Power ambassador Peter Crouch spotted in plenty of Three Lions merchandise, including a hat and foam finger, embracing some disgruntled Scotland fans while confidently declaring “It’s coming home!”
There is also time for an appearance from the stars of the ‘Four Lads in Jeans’ meme, after one Italian jokingly praises the English for their “effortless style”.
For all of the talk about Gareth Southgate’s side being tipped as favourites for the Euros crown, the ad ends with Dyer conceding; “I’m properly bricking it right now”.
The former EastEnders regular reflected on his role, sarcastically claiming: “This is without doubt one of the most demanding parts I’ve played yet. I spent a whole day in a sunny beer garden in London and had to put my trotters up in Mallorca for an entire weekend!”
Luke Till and Lawrence Bushell, associate creative directors at BBH London, said: “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, they did.”
Two days after its release, the ad has generated more than 700,000 views on X, garnered 5,100 likes and been reposted more than 600 times.
It was reported in the national press last month that Paddy Power was forced to axe former Prime Minister Boris Johnson from its Euro 2024 ad after a staff revolt.