Paddy Power has debuted a new advert featuring Danny Dyer to celebrate England being “Europe’s favourites” to win the upcoming European Championships.
The one-minute advert launched ahead of the tournament kicking off on June 14 pokes fun at the perception of England football fans across the continent.
England are everyone's favourites for #Euro2024…
Aren't they?
18+ Be GambleAware | @MrDDyer | @petercrouch pic.twitter.com/LSaq5fJ3vH
— Paddy Power (@paddypower) June 1, 2024
This includes highlighting the fan’s “modesty” with a German man on a plane surrounded by fans still celebrating England’s victory at the 1966 World Cup and also English tourist’s ability to blend into new cultures by showing Dyer loudly asking for “egg and chips por favor please mate” while sitting on a sun lounger by a hotel pool.
The ad also makes jibes at British fashion and the UK’s “gracious exit” from the European Union.
Paddy Power, describing the advert rationale, said: “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’.”
“This is without doubt one of the most demanding parts I’ve played yet,” joked Dyer. “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 advert also features guest appearances from ex-England international Peter Crouch and was created by the advertising agency BBH.
*UPDATE*
Paddy Power staff revolt against Boris Johnson
One notable absence from Paddy Power’s ad was former prime minister Boris Johnson.
At the beginning of May it was reported that Johnson was set to front the operator’s campaign, however according to the New York Times (NYT) he was dropped by Paddy Power due to backlash from staff.
The NYT claims that staff in Paddy Power’s UK office said they were “uncomfortable promoting a figure as divisive as Johnson”. Reportedly, the ad script called for Johnson to put on an England top and say to the camera, “I told you I would get us back in Europe”.
Paddy Power’s parent company, Flutter Entertainment, confirmed to the NYT that Johnson’s role in the campaign had been scrapped but did not say why.
