Europe’s Favourites

Irish firm 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, the well-known entertainment brand grabs the chance for a playful nod at England’s unique position just two weeks out from Euro 2024.

So, they 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’.

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.

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 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”.

The film, directed by Andrew Gaynord and produced by Mindseye, will debut alongside Social, Print and OOH activity, supported by several additional bespoke activations.

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 Power, they did.”

The 60-second film debuts today (June 1) and will run throughout the tournament.