Paddy Power’s mines US-UK cultural differences in ambitious ad

Anchored by amusing turns from Rob Lowe and Danny Dyer, ‘Nobody Does Football Better Than Us’ captures the very different ways transatlantic fans enjoy the beautiful game.

Produced by BBH London and directed by Max Barden, Paddy Power returns to its bread-and-butter formula of irreverence and celebrity, this time with a finely tuned sense of cultural tension.

The ad stages a comical culture clash between two nations’ differing attitudes to sport, pitching Danny Dyer’s pub-soaked English football fandom and Rob Lowe’s glossier, Americanised sports adoration.

The action is something of a kaleidoscopic panorama about what it’s like to be a football fan in England, with fireworks, cheerleaders and Kiss Cams standing in stark contrast to our slightly less glamorous fixation on pies, pints, chants, and topless terrace bravado.

There’s also blink-and-you’ll miss it 'Easter Egg' style appearances from celebs, including Peter Crouch and Mick McCarthy.

Our take

Like its earlier Dyer-fronted work, Paddy Power once again pushes the line between parody and patriotism, giving the US a gentle ribbing (or ‘roast’ as they’d put it).

The editing, script and cinematography here combine for a pretty impressive effort, with fast cuts juxtaposing the different cultures, and a real sense of momentum for a 1.15 ad.

The ad works because it taps into something deeper than sport: the national ownership of football culture. Instead of selling odds, Paddy Power sells identity, and by tapping into a popular hook this tournament (US national differences), it positions itself as the brand that gets it.

At a time when global tournaments risk feeling homogenised, this feels distinctly tribal and human. It’s loud and proud, yet cinematic and feel good.

Credits

Brand: Paddy Power
Agency: BBH London
Director: Max Barden
Talent: Danny Dyer, Rob Lowe, Peter Crouch, Mick McCarthy