Betting firm Paddy Power is kicking off the new 2023-24 football season with a musically-satirical take on so-called ‘oil money’ clubs who have seen their success bankrolled by petroleum-based riches.
All the more pertinent with Newcastle’s rise out out of lower mid-table mediocrity following its takeover by the Saudi Arabian state, Paddy Power new spot celebrates the ‘oil money’ trend that famously began when Manchester City were bought by the Emirati royal family in 2008.
Developed by London agency BBH, the 60-second spot was directed by Freddie Waters through Pulse Films written by Dom Moira while art direction was handled by Kieron Roe.
“Football has put the ‘oil’ in ‘loyal’ of late, with fans changing their tune faster than Jordan Henderson when a Saudi-backed billionaire rolls up in their gold-plated sports car,” Paddy Power sportsbook head of marketing, Tom Muldowney, said.
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“We couldn’t resist a sheik-y dig at the utter absurdity of it all. And don’t even get me started on Jay-Z! But at the heart of this advert is the excitement of the start of season that fans of all clubs feel up and down the country. Football, you gotta love it.”
With media planning and buying handled by EssenceMediacom, the spot even features a short cameo from Paddy Power ambassador and former England star Peter Crouch. The campaign will run across social media, out-of-home and radio over the coming months.
BBH associate creative directors, Lawrence Bushell and Luke Till added: “In true Paddy Power fashion, this spot aims to tackle what everyone really thinks about sportswashing, but don’t necessarily have the guts to say. We reckon creatives Dom and Kier took on the challenge like prime Maldinis, and hope the nation does too.”
