Paddy Power bus takes dig at Manchester United’s questionable tactics

Hyper local ‘of the moment’ advertising is all the rage nowadays, and Paddy Power and Pitch make clever use of Machester United’s much maligned 3-4-3 formation in a recent bus tie-in.

‘THE ONLY 343 THAT WORKS IN MANCHESTER’ is the slogan playfully emblazoned by Paddy Power on Manchester’s bus route of the same number. It’s enough to make United boss Ruben Amorim avoid public transport altogether (which, to be fair, he probably does).

Paddy Power’s swipe at Ruben Amorim and Manchester United's tactical woes makes comical use of a bus route which normally runs the Oldham to Hyde. It was also spotted looping round Old Trafford and cutting through the city centre with the brutal slogan splashed across its side.

The dig is aimed squarely at United boss Ruben Amorim, whose stubborn devotion to his 3-4-3 system came under scrutiny following a humiliating 3-0 derby defeat to Manchester City on Sunday.

United’s dreadful start, just 4 points from its first 4 games and its worst opening to a season in 33 years, has left the club languishing in 14th place in the Premier League. But Amorim doubled down after the City loss last weekend, insisting he’d sooner lose his job than abandon his beloved formation.

A Paddy Power spokesperson commented: “Times are tough up in Manchester. Some things clearly aren’t working, but we think it’s only fair to credit those who are getting the job done. Sadly, for United fans, it looks like they’ll have to ride it out when it comes to the 343 situation.”

Our take

This one’s a gentle reminder that you need to keep your ear to the ground, and ideally possess a keen local knowledge, to stay ahead in the creative game.

The brand has a canny knack for this, it must be said. Its ‘Escape the Season from Hell Trip Giveaway’ was launched after Man United's 2025 Europa League final loss to Tottenham (capping a 16th-place league finish). Paddy offered fans a "holiday from football" to the remote Faroe Islands village of Trollanes. The video ad mocked United's woes with lines like "Watching Liverpool thrive under Slot? Time to unplug." It racked up millions of views, positioning Paddy as the empathetic troll.

Meanwhile, its 2024 campaign ‘A Shirt’s Not Just for Christmas, It’s For Life’ saw festive OOH billboards roast Premier League rivals: Arsenal ("Unravels under pressure"), Tottenham ("Trophies Not Included"), and Man United ("Wearing may cause misguided entitlement"). Tied to a TV ad celebrating fan quirks, it ran in football hotbeds including (obviously) Manchester and London.