In a dazzling display of patriotism and cheeky humour, betting giant Paddy Power has teamed up with the inimitable Danny Dyer to celebrate England’s unique position as ‘Europe’s favourites’ to win the biggest football tournament of the summer. This collaboration comes at a time when the English football spirit is high, just two weeks before Euro 2024 kicks off in Germany.
Embracing England’s Unique Position
After years of controversial behaviour abroad and the tumultuous journey of Brexit, Paddy Power has seized the opportunity to playfully nod at England’s distinctive standing in Europe. The ad features Danny Dyer, embodying the quintessential English football fan, rallying the nation as they prepare to embark on their German odyssey under the banner of ‘Europe’s favourites’. The timing is poignant, potentially marking Gareth Southgate’s final run as England’s manager and aiming to end a 58-year wait for a major tournament victory.
A Playful Nod to English Charm
In the advert, Dyer returns to the familiar role of a landlord, but this time with an added swagger, confidently urging his countrymen to embrace their newfound title. “Let’s have it right, England are everyone’s favourites,” Danny beams, setting the tone for the campaign.
The twist comes with contributions from Dyer’s European counterparts, who humorously suggest reasons for England’s favouritism. A German gentleman, boarding a plane filled with jubilant fans still reveling in the 1966 World Cup glory, quips that it might be due to their modesty. Meanwhile, by a Spanish hotel pool, a waitress jests that the English blend seamlessly into new cultures, highlighted by Dyer reclining on a sun lounger and ordering “Egg and chips por favor please mate.”
Cameos and Tongue-in-Cheek Humour
The advert features notable cameos, including ex-England International Peter Crouch and the viral stars of the ‘Four Lads in Jeans’ meme. Each contributes to the tongue-in-cheek declarations about English fashion, wit, and the nation’s renowned knack for making a “gracious exit”.
Danny Dyer, commenting on his role in the advert, said: “This is without doubt one of the most demanding parts I’ve played yet. I spent a whole day in a sunny beer garden in London and had to put my trotters up in Mallorca for an entire weekend!”
Behind the Scenes
The creative minds behind the campaign, Luke Till and Lawrence Bushell, Associate Creative Directors at BBH London, expressed their enthusiasm for the project. “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, they did.”
Conclusion
As England gears up for Euro 2024, this collaboration between Paddy Power and Danny Dyer brings a light-hearted yet patriotic spirit to the fore. The advert not only celebrates England’s football prowess but also pokes fun at its cultural quirks, creating a campaign that is as entertaining as it is spirited. With Dyer’s charismatic presence and the clever humour of the script, Paddy Power has crafted a memorable tribute to England’s journey and its place in European football.
