They say it’s the things we don’t do that we regret. But for Frank Ilet, there’s a strong case for the inverse being true. Ilet, AKA TheUnitedStrand, rose to fame online after setting himself a small challenge that quickly ballooned into a massive viral sensation.

The Manchester United fan vowed not to cut his hair until his team won five Premier League matches in a row, a feat that now over 600 days later, is still ongoing. 

In the latest in their series of World Cup themed advertisements, gambling giant Paddy Power connects today’s footballing generation with the ones that come before as it plays on the idea that Ilet is not the first in his family to commit to such a challenge, with it all starting with his grandfather thirty years ago. 

Euro ‘96

According to Ilet, his grandfather began this challenge following England’s exit from Euro ‘96 to the West Germans on penalties. Like his grandson, Ilet’s grandfather vowed not to cut his hair until England won another major trophy.

With the Three Lions major trophy drought now standing at 60 years, Ilet’s grandfather is introduced in the Paddy Power advert sporting a comically large head of frizzy, curly hair. 

He mustn’t be a fan of women’s football…

The Curse

Ilet’s grandfather reveals that his decision to forgo haircuts post Euro ‘96 did not stem from a desire to go viral on social media like his grandson, but because of a curse.

The night before the semi-finals, Ilet’s grandfather details getting a haircut, “a short back and sides wasn’t it grandad?”, Ilet himself chimed in, before watching his side go out on penalties. Ilet’s grandfather blamed his haircut from the night before on cursing the England squad and vowed not to get one again, until, “Harry Kane lifts the World Cup in July”.

The latest data from bookies suggests Ilet’s grandfather will be waiting a little longer for that haircut.

Freakshow

A running joke in the advert sees the interviewee comment at the perceived “dirtiness” of the hair. Ilet is asked how they keep their hair clean, to which the advert hard cuts to Ilet’s grandfather, wrapped in only a towel, at an outdoor carwash. 

The advert ends poking fun at the perceived pessimism of both Manchester United and England fans. Ilet says with a strong hint of sarcasm, that Manchester United are likely to win five in a row next year, to which Ilet’s grandfather says, “and by that time, England will be world champions”. 

It is then revealed that both Ilet and his grandfather were inspired by another family member to take on the no-haircut challenge. Ilet’s grandmother, an Irish woman, is credited with having started the trend, vowing not to cut her hair until Ireland win a major trophy. 

The grandmother enters the scene, her hair dragging behind her across the floor, poking fun at Ireland’s ongoing lack of high-profile footballing silverware.  

Her parting words, and one that should perhaps be heeded by both United and England fans were, “Don’t worry boys. It’ll happen”.

With England’s opening match set to take place tomorrow, let’s hope she’s right.

Watch the full Paddy Power advert here.