Paddy Power unveil new ad campaign as Euro 2024 fever kicks off


The tongue-in-cheek campaign from BBH London and MindsEye, with editorial from Shift Post, is showing across TV and socials in the run up to the championship.

The two big men on the continent, Paddy Power and Danny Dyer, have joined forces to celebrate England being ‘Europe’s favourites’… to win the biggest football tournament of the summer.

After years of dodgy behaviour abroad and the small matter of a not-so-seamless Brexit, we’ve grabbed the chance for a playful nod at England’s unique position just two weeks out from Euro 2024.

So, we drafted in quintessential English football fan and all-round good geezer Danny to set the scene for the English army as they embark upon their German odyssey as ‘Europe’s favourites’ – and you can check out our new ad in full below!

The ex-EastEnders star returns to the familiar role of landlord, with added swagger, as he confidently calls on his country to embrace this unlikely title as they reengage with Europe – in what could be Gareth Southgate’s swansong as England manager and a first major tournament in 58 years for the men’s team.

“Let’s have it right, England are everyone’s favourites.” Danny beams.

But in a twist typical of our fearless leader, Danny’s European compatriots chime in with an equally spirited response as to why that might be the case.

A German gentleman jokingly claims could be their modesty, as he takes his seat on a plane filled with fans still celebrating 1966 World Cup glory.

By the poolside of a Spanish hotel, a waitress suggests it’s because they blend so seamlessly into new cultures.

Without missing a beat, Dyer effortlessly reclines in his sun lounger to pop his ‘trotters up’ and order “Egg and chips por favor please mate.”

Featuring cameos from ex-England International and Paddy’s pal Peter Crouch, and the unlikely stars of the ‘Four Lads in Jeans’ meme, further tongue-in-cheek declarations are made about fashion, wit, and England’s renowned knack for making a “gracious exit”.

Speaking about his starring role in the ad, Dyer 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!”

The brains behind the advert, Luke Till and Lawrence Bushell, Associate Creative Directors, BBH London, said: “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.”

Adam Buckmaster, editor at Shift Post, comments, “Working with Andrew and the BBH creatives was a great experience, their eye for detail and good laugh made this a really fun edit.”