Paddy Power Summer 23

Paddy Power Ad Skewers Billionaire Takeovers Amid Football Season Kickoff Frenzy

The campaign from BBH heroises the hottest talking point in football this season – club takeovers by billionaires

By Creative Salon

Following a summer that’s seen more takeover bids than an entire series of Succession, Paddy Power is honing in on the absurdity of the billionaire takeover trend in its latest campaign from BBH.

Heralding the start of the 2023/2024 football season, the film shows how, whether you are a fairweather fan or a hardened fanatic, most supporters unashamedly get on board when it's their club receiving the cash. The spot is the second ad from Paddy Power’s partnership with BBH, and was created by creative director duo Lawrence Bushell and Luke Till who earlier this year succeeded in creating Paddy Power’s best performing racing ad to date, with Cheltenham - let’s settle this.

Featuring a skilful assist from former Liverpool striker and England International Peter Crouch, the ad opens with the reaction of supporters from the fictitious Hardlypool FC to the latest club takeover bid reported (by Crouchy) on TV in their local pub. The camera pans to a fan vowing that their club has ‘something that money can’t buy’ - history, legacy, community.

His impassioned speech is suddenly interrupted when a fellow fan bursts through the doors to announce: “We’ve been bought by an oil baron! We’re rich!!!”

Without missing a beat, the disgusted fan’s frown is turned upside down as he suddenly bursts into a (heavily revised) version of Ginger Rogers’, ‘We’re in the Money’. Leading a troop of fellow fans in song and dance, they emerge from the renamed ‘Golden Goose’ Pub as the celebrations spill onto the street.

The group go into full-scale footie chant mode, singing “gone are my ethics and gone are my fears, we’ve been mid-table for too many years.” But there’s a sting in the tail when the ringleader of the Hardlypool FC fans arrives at their newly minted grounds and attempts to buy a season ticket for his club.

“There’s a 12 year waiting list, mate.”

Associate Creative Directors Luke Till and Lawrence Bushell said: “In true Paddy Power fashion, this spot aims to tackle what everyone really thinks about sportswashing, but don’t necessarily have the guts to say. We reckon creatives Dom and Kier took on the challenge like prime Maldinis, and hope the nation does too.’

Tow Muldowney, Head of Marketing - Sportsbook at Paddy Power added: “Football has put the oil in loyal of late, with fans changing their tune faster than Jordan Henderson when a Saudi-backed billionaire rolls up in their gold-plated sports car. We couldn’t resist a sheik-y dig at the utter absurdity of it all. And don’t even get me started on Jay-Z! But at the heart of this advert is the excitement of the start of season that fans of all clubs feel up and down the country. Football, you gotta love it.”


Campaign title: Paddy Power: Football. You gotta love it

Agency credits:

Advertising agency: BBH

CCO: Alex Grieve

Associate creative director: Lawrence Bushell

Associate creative director: Luke Till

Copywriter: Dom Moira

Art director: Kieron Roe

Planner/s: Simon Gregory, Oscar Mason

Managing Partner: Bobbie Gannon

Senior account director: Louis Haskell

Account manager: Ella McNicholas

Account Executive: Katie Headley

Agency film producer: Alen Grebovic

Agency assistant film producer: Rebecca Ellis

Media agency: EssenceMediacom

Production company: Pulse Films

Director: Freddie Waters

Producer: Nicola Dempsey

DOP: Ben Kracun

Editor: Rachel Spann

Post-Production Company: Rascal Post

Post-Production Producer: Jasmine Lewis-Humphrey

2D Lead Artist: John Thornton

Grade Colourist: Dan Levy

Sound Studio: String and Tins

Sound Engineer: Adam Smyth

Music Composer: TBC

Music Supervisor: Hywel Evans, Black Sheep Music

Music Company: Imogen Pring

Client credits:

Leah Spears: Head of Brand

Tom Muldowney: Head of Marketing - Sportsbook

Dan Oates: Senior Marketing Manager

Marcus Richardson: Head of Film & Motion

Natasha Son: Brand Manager

Agnisha Rabadia: Brand Executive


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