Observed Signal · Aug 20, 2026 · Campaign Launch · Source: The Drum · Impact: 1/5 · Sentiment: Neutral
Paddy Power launches Danny Dyer 'Why the Football Not' ad
Paddy Power has launched a new season-opening advertising campaign fronted by brand ambassador Danny Dyer. The spot, created by BBH London and directed by Max Barden via production company Anonymous Content, satirises extreme football fandom across a series of vignettes. The ad was shot at Brentford FC’s stadium and features cameo appearances including Danny Murphy and Peter Crouch. The campaign will run across TV, out-of-home and social channels from August 21 in the UK and the Republic of Ireland, with media handled by EssenceMediacom. Post-production was carried out by Selected Works and music supplied by Black Sheep Music.
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Key Takeaways & Evidence Grounding
- Paddy Power launched a new season-opening ad campaign fronted by Danny Dyer.
- BBH London created the campaign; it was directed by Max Barden via production company Anonymous Content.
- The ad was shot at Brentford FC’s stadium and will run across TV, OOH and social from August 21 in the UK and Republic of Ireland.
- Media for the campaign was handled by EssenceMediacom.
- Post-production was performed by Selected Works; sound and music credits include Sine Audio and Black Sheep Music.
Connected Companies & Entities
1 Entity mapped“The campaign will run across TV, OOH and social from August 21 in the UK and the Republic of Ireland, continuing throughout the football sea...”
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Betfred launches 'We The Believers' football campaign
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Sky Sports turns 'Welcome to the Show' into campaign
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Prostate Cancer UK launches football-themed fundraising film
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