Media Planning and Buying Paddy Power Marketing

Paddy Power urges Eurovision voters to ‘Screw the Swedes’ to save Ireland’s record


By John McCarthy, Opinion Editor

May 9, 2023 | 3 min read

Paddy Power will do anything to protect Ireland’s Eurovision record, including screwing with Ikea.


Harsh words for Sweden from Paddy Power

The Irish bookmaker Paddy Power has launched a new campaign urging for Eurovision voters to throw their weight behind Ireland. The ‘Screw The Swedes’ print push resembles Ikea flatpack instructions. But a close inspection will show it looks to obstruct Sweden from equalling Ireland’s record tally of eight wins. The nation is currently the favorite to win.

Ahead of the official opening ceremony at Liverpool Arena, Paddy Power created a bespoke instruction manual for Eurovision fans which provides step-by-step instructions on how to ‘Screw the Swedes’, appealing to everyone to vote for anyone but the Nordic juggernaut.

Rachael Kane, a spokesperson for Paddy Power, said: “Our position in Eurovision folklore defines us as a nation (sort of) and our reputation is at stake – one that Dana, Linda Martin, Niamh Kavanagh, Paul Harrington and Charlie McGettingan, and Eimear Quinn fought on the international stage in ridiculous outfits for.

“So, if you can’t do it for Ireland, do it for Johnny Logan. If Loreen wins, not only will she have overthrown us as rulers of the Song Contest stage, he’ll lose his place as the only performer ever to have won it more than once.”

Jerry Daykin, The Drum’s Eurovision correspondent, recently claimed that the event is bigger than the Super Bowl, but marketers are only now realizing.

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