Monday, October 3, 2022

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    Peter Crouch humps corner flag in a romcom-inspired Paddy Power ad

    Paddy Power has teamed up with footballer Peter Crouch and referee Mark Clattenburg to reimagine scenes from American Beauty and Dirty Dancing in the hopes of exciting fans ahead of the start of the Premier League season. 

    In ‘Love Football. Intimately,’ Crouch appears as viewers have never seen him before (unless you’re Abbey Clancy, who also features in the ad). It all begins in the pub when the striker is triggered by a red card and swept away into a football fantasy. Once there, viewers see Crouch languishing in a bubble bath scattered with red cards on a candlelit halfway line as he gazes suggestively down the lens.

    Submerged in a tub of bubbles, à la American Beauty, he confesses he loves it when Clattenburg “sends [players] for an early bath.” He then moves his attention to the corner flag, demonstrating moves that would make Channing Tatum blush, admitting he loves it when Clattenburg lets “the corner flag take center stage.”

    Protagonist Clattenburg – sporting a ‘sweet FA’ referee kit – stares seductively down the lens as he suggestively sprays some vanishing free kick spray, while Peter admires the way the World Cup final referee takes control... followed by some further bubble action courtesy of Crouch. As the ad reaches its crescendo, the two recreate the iconic lift from Dirty Dancing.

    Michelle Spillane, brand and marketing director at Paddy Power, said: “It’s a nostalgic romcom-tastic tale of romance, fantasy and our unwavering true love for all parts of football – if Harry Met Sally at a Spurs match.

    “The team at Droga5 has ensured that it’s perfectly self-deprecating and although there’s a whole load of Hollywood-style production and magic, what matters is that it is storytelling at its absolute finest. It doesn’t rely on A-list celebs – it’s got Crouch-Power and that’s what resonates with fans more than anything.”

    The spot will air on UK TV on the evening of Saturday August 20.


    Client: Paddy Power
    Brand and marketing director: Michelle Spillane 
    Brand marketing manager: Patrick Boyce 
    Head of brand strategy: Leah Spears 
    Head of sportsbook marketing: James O’Reilly
    Brand manager: Natasha Son
    Brand executive: Aggie Rabadia
    PR manager UK&I: Rachael Kane 
    PR Agency: Ready 10

    Agency: Droga5 London
    Chief creative officer: Shelley Smoler
    Creative director: Martin Beswick and Ed Redgrave
    Art director: Alex Robson
    Copywriter: Florence Russell
    Head of strategy: Damien Le Castrec
    Strategy director: Aaron Harridge
    Senior strategist: Rozina Bashir
    Agency producer: Ben Catford
    Producer: Olly West
    Group account director: Oli Morgan
    Account director: Dom Kocur
    Senior account manager: Matt Brown

    Director/production co: Traktor/Stink
    Producer: Paz Parasmand
    DoP: Dan Bronks
    Editor: Rick Russell at Final Cut
    Post-production: Nineteentwenty
    Sound design: Adam Smyth at String & Tins
    Stills photographer: Nick Dolding

    Nineteentwenty Credits

    Creative director: Bill McNamara

    2D VFX supervisor: Ryan Hadfield

    2D artists: Rod Norman, Adam McHale, James Russell, Tom Clapp, Rob Lilley, Taylor Webber, Alejandro Marzo, Matt Hutchins, Tijan Holder and Yanru Yin

    3D VFX supervisor: Chris King/Mike Farrar

    3D artists: Ben Thomas, David Renscenyi, Elena Schurkus, Joe Baker, Lucy Wright, Maria Coca Menchero, Oscar Hill, Adam Gramlick and Danai Rizou

    DMP artist: Benita Winckler

    AFX artist: Sandra Clua

    Colorist: Kai Van Beers

    Color assist: Jennifer Kerr

    VFX producer: Ross Culligan

    Production assistant: Heather Brown

    Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

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