Paddy Power’s latest football advert asks an interesting question: What would it be like to see a respected professional career reduced to an internet joke? 

Featuring Mick McCarthy, the ad pokes fun at the legendary former manager and pundit, who has in recent years seen his popularity explode among younger generations thanks to a series of viral clips, played out of context, featuring some of the former managers best one-liners. 

“It Can”

The advert centers on arguably McCarthy’s most iconic viral moment. During his time as Head Coach for Blackpool Football Club, McCarthy was asked by a reporter whether the team’s current form of “one win in seventeen” could “go on like this?”. 

McCarthy gave his dry response, “It can”.

The moment, which took place back in 2023, quickly went viral for its brutal honesty and deadpan delivery and before long was being appropriated as a “reaction meme” to other videos. 

That Guy From TikTok

The Paddy Power advert plays around with the idea that McCarthy’s life has become one big joke where people only recognise him from the viral clip and constantly repeat the line back to him.

In one scene, McCarthy is stopped by a young woman as he walks through the park who asks for a photo with him, before prompting McCarthy to say the line.

In another, McCarthy is at a doctor’s appointment, when the doctor tells McCarthy he cannot keep eating fry ups every morning for breakfast. Without missing a beat, the nurse in attendance says, “He can”, before receiving a withering look from McCarthy.

The Look

Paddy Power also plays around with another viral McCarthy moment. During his time with Wolverhampton Wanderers, McCarthy is caught leaning against the dugout, with the camera slowly zooming in to his face. 

Rather than ignoring it, McCarthy gives the camera what was later described as a “seductive look”, which went viral as users put music (mainly George Michael’s Careless Whisper) over it. 

In another scene from the Paddy Power advert, McCarthy is sitting on a park bench, when an older man beside him says he recognises the former manager from his videos online, referencing “that look”, before an exasperated McCarthy walks off. 

The Wealdstone Raider

The advert closes on a scene where McCarthy is approached by another person, who compliments him calling him “an absolute legend”. McCarthy shakes his hand before recognising the person himself. 

Famous for his own football related internet video, Gordon Parmar Hill or the Wealdstone Raider, went viral after a video was posted of him online challenging rival football fans to a fight, with his famous line, “You want some? I’ll give it to ya!”.

McCarthy says he recognises Hill, placing him as the character from the dim sum advert. Hill was in an advertisement for dim sum, which parodied his Wealdstone Raider persona. An angry Hill turns to McCarthy and says the iconic line, “You want some?”.

Fair play to him, at least he’s still getting paid…