Following a summer that’s seen more takeover bids than an entire series of Succession, Paddy Power is honing in on the absurdity of the billionaire takeover trend in its latest campaign from BBH.
Heralding the start of the 2023/2024 football season, the film shows how, whether you are a fairweather fan or a hardened fanatic, most supporters unashamedly get on board when it's their club receiving the cash. The spot is the second ad from Paddy Power’s partnership with BBH, and was created by creative director duo Lawrence Bushell and Luke Till who earlier this year succeeded in creating Paddy Power’s best performing racing ad to date, with Cheltenham - let’s settle this.
Featuring a skilful assist from former Liverpool striker and England International Peter Crouch, the ad opens with the reaction of supporters from the fictitious Hardlypool FC to the latest club takeover bid reported (by Crouchy) on TV in their local pub. The camera pans to a fan vowing that their club has ‘something that money can’t buy’ - history, legacy, community.
His impassioned speech is suddenly interrupted when a fellow fan bursts through the doors to announce: “We’ve been bought by an oil baron! We’re rich!!!”
Without missing a beat, the disgusted fan’s frown is turned upside down as he suddenly bursts into a (heavily revised) version of Ginger Rogers’, ‘We’re in the Money’. Leading a troop of fellow fans in song and dance, they emerge from the renamed ‘Golden Goose’ Pub as the celebrations spill onto the street.
The group go into full-scale footie chant mode, singing “gone are my ethics and gone are my fears, we’ve been mid-table for too many years.” But there’s a sting in the tail when the ringleader of the Hardlypool FC fans arrives at their newly minted grounds and attempts to buy a season ticket for his club.
“There’s a 12 year waiting list, mate.”
This professional campaign titled 'Football. You gotta love it' was published in United Kingdom in August, 2023. It was created for the brand: Paddy Power, by ad agency: BBH. This Film medium campaign is related to the Gambling industry and contains 1 media asset. It was submitted 7 months ago.
Advertising agency: BBH
CCO: Alex Grieve
Associate creative director: Lawrence Bushell
Associate creative director: Luke Till
Copywriter: Dom Moira
Art director: Kieron Roe
Planner/s: Simon Gregory, Oscar Mason
Managing Partner: Bobbie Gannon
Senior account director: Louis Haskell
Account manager: Ella McNicholas
Account Executive: Katie Headley
Agency film producer: Alen Grebovic
Agency assistant film producer: Rebecca Ellis
Media agency: EssenceMediacom
Production company: Pulse Films
Director: Freddie Waters
Producer: Nicola Dempsey
DOP: Ben Kracun
Editor: Rachel Spann
Post-Production Company: Rascal Post
Post-Production Producer: Jasmine Lewis-Humphrey
2D Lead Artist: John Thornton
Grade Colourist: Dan Levy
Sound Studio: String and Tins
Sound Engineer: Adam Smyth
Music Composer: TBC
Music Supervisor: Hywel Evans, Black Sheep Music
Music Company: Imogen Pring
Leah Spears: Head of Brand
Tom Muldowney: Head of Marketing - Sportsbook
Dan Oates: Senior Marketing Manager
Marcus Richardson: Head of Film & Motion
Natasha Son: Brand Manager
Agnisha Rabadia: Brand Executive