Paddy Power Unveils Christmas Advert, Featuring Danny Dyer and Eddie Hearn
Created by BBH London, the campaign stars actor Danny Dyer as a mullet-clad dad and boxing promoter Eddie Hearn as a savvy football club owner.
Paddy Power has launched its festive advertising campaign, “A Shirt’s Not Just For Christmas, It’s For Life,” blending humor and nostalgia to celebrate the enduring passion of football fans.
Created by BBH London, the campaign stars actor Danny Dyer as a mullet-clad dad and boxing promoter Eddie Hearn as a savvy football club owner. The ad reflects on Dyer’s character’s first experience unwrapping a football shirt on Christmas morning.
Paddy Power explained the inspiration behind the campaign:
“Like so many fans, I got my first football shirt from my dad, and it set me up for a lifetime of passion, loyalty, and a bit of heartbreak – which is a bit of a clue to who I support. But let’s be honest, we all need a laugh at Christmas – and that’s what this is all about. A shirt’s not just for Christmas; it’s for life.”
The advert follows Andy, played by Dyer, who receives a Hardlypool United shirt in the 1980s. The story spans decades, chronicling his unwavering support through the team’s highs and lows. Eventually, Andy continues the tradition, gifting his children their own Hardlypool United shirts on Christmas morning.
Danny Dyer reflected on his role:
“There was only ever one team for me, and it certainly wasn’t Millwall! West Ham were my first true love – ever since I got that shirt as a kid, I’ve been hooked. There’s no better feeling than getting that shirt on. You wear that shirt with pride every time you put it on. You back them through it all. The good and the bad.”
Lawrence Bushell, Associate Creative Director at BBH London, added:
“People often get ‘gifted’ their first footy shirt for Christmas, but it can also be a lifelong curse. Just ask Spurs supporters. We hope this ad serves as a warning to all footy fans this festive season. After all, a shirt’s for life.”
Supporting the campaign, Paddy Power conducted a UK-wide study that revealed 56% of football fans received their first shirt as a gift from a family member.
Michelle Spillane, Paddy Power’s Managing Director of Marketing, concluded:
“This campaign is more than just an ad – it’s a love letter to football. We’ve always celebrated the quirks, passion, and laughs that make football great. For our first Christmas ad, we wanted something bold, funny, and packed with heart – a true reflection of the beautiful game.”
