Gambling firm Paddy Power has today (11 November) released its 2022 World Cup spot, celebrating the ‘unprecedented collision’ between a major international tournament and the festive period.
Created by Droga5’s London office, ‘Where were you in ’22?’ aims to act as a ‘rallying cry’ for the nation to make the most of this historic moment.
Featuring celebrity brand ambassador and former England striker Peter Crouch, the tongue-in cheek spot will spearhead an omnichannel campaign set to run across out-of-home, social media and press.
“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,” Paddy Power UK & Ireland marketing and brand director, Michelle Spillane said.
“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.”
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A tournament-themed crockery set will even be released alongside a ‘World Cup’ edition of charades, Christmas jumpers and a specially-created out-of-home light display poking fun at Zidane’s famous headbutt on Materazzi in the 2006 final.
Droga5 chief creative officer, Shelley Smoler 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.”
