Paddy Power

Where were you in ‘22

Agency: Droga5 London


Move over Mary, Irish betting firm Paddy Power has entered the Christmas TV ad war…and delivered a cracker.

The well-known bookie delivers its take on the true meaning of Christmas as we prep for a festive season basted in World Cup juiciness, served with a side of Southgate.

Celebrating the unprecedented advent of football and festive traditions colliding, the mischievous brand has sidled up to the usual crimbo clichés and promptly ripped them to shreds.

With the help of Shameless star David Threlfall’s unmistakable voice, Paddy Power delivers a festive delicacy, dropping scenes that pay homage to football’s most iconic moments all wrapped up in Christmassy paper and tied in a bow.

Flares clash with turkeys, lads get their knits out, we see what happens when a Christmas carol organist goes rogue, football-obsessed nans kneel before football managers, and former England great Peter Crouch collides with a bouncer in the betting firm’s reimagining of a tale as old as time itself as the striker struggles to find room at ‘The Inn’.

The “Where were you in 22?” campaign is created by Droga5 London and supported by a full suite of razor-sharp creative, all of which pushes the boundaries of bedlam. Everything is on the table (including sprouts!), from OOH, social, press, some kitsch crockery (illustrated by artist Vince Pastiche), a World Cup edition of Charades, Christmas jumpers and even a special build OOH festive light display of that famous Frenchman who delivered an iconic World Cup memory that sticks in the head!

This professional campaign titled 'Where were you in ‘22' was published in United Kingdom in November, 2022. It was created for the brand: Paddy Power, by ad agency: Droga5 London. This Film medium campaign is related to the Gambling industry and contains 1 media asset. It was submitted over 1 year ago.


Client Credits: Paddy Power
Michelle Spillane – Brand & Marketing Director
Patrick Boyce – Brand Marketing Manager
Leah Spears – Head of Brand Strategy
James O’Reilly – Head of Sportsbook Marketing
Natasha Son- Brand Manager
Aggie Rabadia- Brand executive
Rachael Kane – PR Manager UK&I

Agency Credits: Droga5 London
Chief Creative Officer - Shelley Smoler
Creative Director - Martin Beswick, Ed Redgrave
Creatives - Sara Sutherland, Ash Hamilton
Head of Design - Stephanie McArdle
Design Director - George Goldsack
Creative Artworkers - Paul Callaby, Robert David
Head of Strategy - Damien Le Castrec
Strategy Director - Aaron Harridge
Group Account Director - Oli Morgan
Account Director - Ben Allan
Head of Production - Peter Montgomery
Agency Producer - Ben Catford
Assistant Producer Olly West
Business Affairs Debbie Knox

Director / Production Co - Rich Hall / RiffRaff
Producer - Kate Brady
Editor - Ben Corfield at Stitch
Post Production - nineteentwenty
Sound Design - String & Tins
DoP - Hunter Daly


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.