Soccer and Santa collide as Paddy Power subverts Christmas TV ad conventions

Never one to miss an opportunity for self-promotion, the bookmaker brand is muscling in on territory previously commanded by the likes of John Lewis to share its irreverent take on festive traditions.

Tearing up expectations, Droga5 London is billing the diary discord as a momentous event in history with ‘Where were you in 22?’ – pairing footballers with kitsch woolen jumpers and carol singers with football fans.

Participating in the mayhem is former England legend Peter Crouch, who tackles a bouncer in an attempt to enter a full-up pub, and an organist more interested in live football than her performance.

Michelle Spillane, marketing and brand director for Paddy Power UK & Ireland, said: “For the first time in our lives, football fans and brands are faced with the prospect of Christmas colliding with a Winter World Cup. It’s unchartered territory for all of us. To Paddy Power, it presented us with double the opportunity to surprise and delight football fans.”

Shelley Smoler, chief creative officer for Droga5 London, added: “We are the middle children of history. Born too late to explore the earth. Too early to explore the stars. But just in time to witness a World Cup at Christmas. This campaign celebrates this unprecedented and historic moment.”

Launching today, the integrated campaign will span TV, out-of-home (OOH), press and social media for the duration of the World Cup.