With just under a fortnight to go, World Cup fever is going in to overdrive, and with UK retailers predicted to see estimated £2.9bn boost, it is easy to see why. Naturally, it’s not all about new TVs, booze and snacks and, as if to prove the point, here comes Paddy Power’s quest to get us all betting on the outcome.
Devised by BBH London, the new campaign assembles a “star-studded” line-up which aims to show that, when it comes to football at least, nobody does it better than England… well, that’s the idea anyway.
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 the game.
The campaign is designed to capture that soul, and act as 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.
On the one side we have actor Rob Lowe as the face of American sport, with the glitz and the glamour and the excessive pyrotechnics; on the other we have Danny Dyer.
The campaign centres on a 60″ TV slot, in which we see Lowe advocating for the excessiveness of America’s approach to football, featuring fireworks, cheerleaders and 4K Kiss Cams.
Dyer, on the other hand, shows us 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.
The ‘Nobody Does Football Better Than Us’ campaign launches with a 60″ 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.
Alongside the film, a special build OOH will be going live in Hackney, London on June 11 as well as across standard OOH sites. Designed to be as provocative as it is eye-catching, the build brings the competitive Paddy Power mischief to the streets of London.
The film was directed by Max Barden through Anonymous Content while US talent was secured by culture and entertainment agency Attachment.
Paddy Power marketing director Leah Spears said: “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 brilliant creative 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.”
BBH London & Dublin chief creative officer Felipe Serradourada Guimaraes added: “A star-studded film worthy of a World Cup ad. What else would you expect from Paddy Power?”
So, what is the consensus around the Decision Marketing office?
Well, let’s be fair, there are few people who represent English football more than Danny Dyer, so once again Paddy Power has it spot-on, and Rob Lowe makes the perfect foil.
Interestingly, the ad does not even mention gambling.
Still, while ‘Nobody Does Football Better Than Us’, sadly there are plenty of teams who ‘Play Football Better Than Us’, although Paddy Power has England down as third favourites to win the tournament at 6/1, behind Spain 9/2 and France 5/1. Could be worth a flutter…
Decision Marketing Adometer: A “put a pony on that” 10 out of 10
