Irish betting firm Paddy Power and professional cockney Danny Dyer have joined forces to celebrate England being ‘Europe’s favourites’ to win Euro 2024.
With the biggest football tournament of the summer just two weeks away, the gambling brand has drafted in ex-Eastenders star Dyer as a “quintessential English football fan and all-round good geezer”, to set the scene for England fans in its latest ad from BBH London.
Leaning into Brits’ somewhat dubious reputation following years of dodgy behaviour abroad, Paddy Power has returned Dyer to the familiar role of landlord, calling on England to embrace its enviable position as he declares: “Let’s have it right, England are everyone’s favourites”.
The 60-second film will run throughout the tournament, supported by social, print and OOH activity, as well as several bespoke activations.
Featuring cameos from ex-England International Peter Crouch and the unlikely stars of the ‘Four Lads in Jeans’ meme, the ad goes on to poke fun at English fashion, wit – and our football team’s renowned knack for making a “gracious exit”.
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Of course, this is a Paddy Power ad, so there’s a cheeky twist or two as well.
Dyer’s European counterparts go on to point out various reasons that the England team might not go all the way, with a German man suggesting modesty could be an issue, as he takes his seat on a plane filled with fans still celebrating the 1966 World Cup glory.
By the poolside of a Spanish hotel, a waitress suggests it’s because the English blend so seamlessly into different cultures. Without missing a beat, Dyer reclines in his sun lounger to pop his ‘trotters up’ and order “Egg and chips por favor please mate”.
Michelle Spillane, managing director of marketing at Paddy Power said: “England are our favourites – because they’re 3/1 in the betting.”
She adds: “With this latest campaign we wanted to capture the huge sense of anticipation ahead of this year’s Euros and we feel this sums it up accurately – not just for English supporters but for football fans from all corners of the continent.”
BBH London associate creative directors Luke Till and Lawrence Bushell added: “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 Power, they did.”
