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Paddy Power asks where were you in 22?

The Christmas campaign from Droga5 sees football and Christmas festivities collide

Georgie Moreton

Assistant Editor, BITE


What happens when football and Christmas collide? Paddy Power capitalises on the unique creativity opportunity of 2022’s football-filled festive buildup in its latest campaign from Droga5. 

The campaign titled “Where were you in 22?” acts as a rallying cry to the nation to make the most of this once in a lifetime historic moment.

Littered with both Christmas and football iconography, the film is an explosion of this year’s two biggest winter events combined. From flares in turkeys to men in knitted football kits, the campaign is a football themed feast with even the likes of England legend Peter Crouch making an appearance to clash with a bouncer in the betting firm’s reimagining of a tale as old as time itself as the striker struggles to find room at ‘The Inn’. 

The spot is voiced by Shameless star David Threlfall’s as the brand pays homage to football’s most iconic moments. The campaign asks audiences, “Where were you in 22?” playing audiences ‘fear-of-missing-out’ and calling for people to make the most of the festive moment. 

The campaign is made up by a range of creative from Droga5 from OOH, social, press, some kitsch crockery (illustrated by artist Vince Pastiche), a World Cup edition of Charades, Christmas jumpers and even a special build OOH festive light display of an iconic World Cup moment.

“For the first time in our lives, football fans and brands are faced with the prospect of Christmas colliding with a Winter World Cup.” says Michelle Spillane, Marketing and Brand Director for Paddy Power UK & Ireland, “It’s unchartered territory for all of us. To Paddy Power, it presented us with double the opportunity to surprise and delight football fans”

The fun-filled slot acts as a nod to England fans as the campaign works to position Paddy Power as the home of football during the World Cup.

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Christmas World Cup