Paddy Power mingles soccer and Christmas traditions as the winter World Cup approaches

Sport and the festivities collide in betting firm's ad from Droga5 London

Published On
Nov 14, 2022

Editor's Pick

With Christmas campaigns all airing during the FIFA World Cup in November this year, it's somewhat surprising that few brands have alluded to the soccer in their ads (with the exception of Aldi's Kevin the Carrot teaser.). But betting firm Paddy Power has gone all out to blend holiday and soccer traditions in a new spot from Droga5 London. 

In the brand's TV ad featuring former England player Peter Crouch, a Christmas carol organist gets distracted by the beautiful game, a turkey gets stuffed with a lit flare (recalling the fan who infamously did the same at the Euro 2020 final), fans don knitted soccer kit as their holiday sweaters and Christmas lights depict players on the pitch. Rich Hall of Riff Raff directs in hilarious style.

“For the first time in our lives, football fans and brands are faced with the prospect of Christmas colliding with a Winter World Cup," said Michelle Spillane, marketing and brand director for Paddy Power UK & Ireland, in a statement. "It’s unchartered territory for all of us. To Paddy Power, it presented us with double the opportunity to surprise and delight football fans. Our aim was to create an ad campaign that celebrates the beauty in both, that captures the mood of the nation and gets fans excited about the prospect of this unforgettable opportunity to mark where they were in 2022 during this once in a lifetime tournament.”



Nov 14, 2022
Client :
Paddy Power
Agency :
Brand & Marketing Director :
Michelle Spillane
Brand Marketing Manager :
Patrick Boyce
Head of Brand Strategy :
Leah Spears
Head of Sportsbook Marketing :
James O'Reilly
Brand Manager :
Natasha Son
Brand Executive :
Aggie Rabadia
PR Manager :
Rachael Kane
Chief Creative Officer :
Shelley Smoler
Creative Director :
Martin Beswick
Creative Director :
Ed Redgrave
Creative :
Sara Sutherland
Creative :
Ash Hamilton
Head of Design :
Stephanie McArdle
Design Director :
George Goldsack
Creative Artworker :
Paul Callaby
Head of Strategy :
Damien Le Castrec
Strategy Director :
Aaron Harridge
Group Account Director :
Oli Morgan
Account Director :
Ben Allan
Head of Production :
Peter Montgomery
Agency Producer :
Ben Catford
Assistant Producer :
Olly West
Business Affairs :
Debbie Knox
Director :
Rich Hall
Production Company :
Producer :
Kate Brady
Editor :
Ben Corfield
Post Production :
Sound Design :
String & Tins
Hunter Daly

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