Paddy Power says England is Europe’s favourite

The new campaign from BBH drums up support for the England team ahead of Euro 2024.

Georgie Moreton

Deputy Editor, BITE Creativebrief


As Euro 2024 approaches, Paddy Power’s latest campaign celebrates the England team as ‘Europe’s favourites’ to win, playfully poking fun at some of the stereotypical behaviour the English are renowned for.

The light-hearted campaign has been created by BBH London and stars Danny Dyer, who embodies the quintessential English football fan. Throughout the hero film, Dyer rallies support for the England team while gently making light of some of Europe’s perspectives on England.

Showcasing Paddy Power’s closeness to football culture and comedic brand tone of voice, the spot begins by making light of ‘Brit abroad’ behaviour. A German gentleman jokingly claims that he loves the English modesty, as he takes his seat on a plane filled with fans still celebrating 1966 World Cup glory. Poolside a woman comments on the English affinity for style as the ‘Four Lads in Jeans’ don their signature skinny jeans. A Spanish waitress remarks on the English ability to seamlessly blend in with new cultures as Dyer asks ‘“Egg and chips por favor please mate.”

The film mischievously highlights the sporting rivalries around Europe to drum up competition. Poking fun at Brexit and giving a nod to England’s unique position just two weeks out of Euro 2024, the campaign utilises Dyer as a Football fan and ‘good geezer’ to say: “Let’s have it right, England are everyone’s favourites.”

The spot includes cameos from ex-England star, Peter Crouch and the meme’d ‘Four Lads in Jeans’ who are all in on the joke, drumming up support for the England team ahead of the upcoming tournament. 

The film was directed by Andrew Gaynord and produced by Mindseye and will run alongside Social, Print and OOH activity, supported by several additional bespoke activations.

 The campaign may be humorous in its approach but in betting terms England is a favourite to win the competition. 

“England are our favourites - because they're 3/1 in the betting.” says Michelle Spillane, Managing Director of Marketing at Paddy Power. “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.” 

Pairing healthy rivalry with humour, Paddy Power once again showcases its affinity with football culture, striking the right tone to build excitement around the upcoming tournament and drum up support for the England team.

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