The World Cup rivalry isn’t just
between teams, but between the U.S. and England.
That’s the premise behind the new campaign “Nobody Does Football Better Than Us” from BBH London and Paddy Power, an
Irish gambling company.
It’s England’s way of taking America, which thinks it does things better, down a peg. It gently mocks the glitz, glamour and pryotechnics of U.S. sports, since the
majority of the World Cup games will be played there. But when it comes to soccer, or football in British terms, the English believe they do it better!
The campaign compares England’s fans to
flashier American fans, which expect huge kiss cams and fireworks. It also pits actor Rob Lowe, representing the U.S., against Danny Dyer, a British actor and TV host. Dyer shows the English prefer
topless fans and caseloads of beer to over-the-top performances.
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Felipe Serradourada Guimaraes, CCO at BBH London/Dublin, called the spot “a star-studded film worthy of a World Cup ad.
What else would you expect from Paddy Power?”
The “Nobody” campaign launches with a 60-second spot during the Champions League Final on May 30 across the U.K. and
Ireland. It will then run across TV, digital, social and OOH, with 30-second edits set to run right through to the World Cup final in New Jersey on July 19. Max Barden, via Anonymous Content,
directed.
OOH ads will go begin in Hackney, London on June 11. The eye-catching billboard then bring the rivalry to other London neighborhoods.
“This World Cup is a huge
cultural moment,” said Leah Spears, marketing director. “BBH found a brilliant creative tension to play with, and underneath the mischief, there’s a fame-driving, relevant idea that
will connect with fans and turn attention into long-term growth for our brand.”
The tournament runs June 11-July 19. Fox Sports will broadcast all 104 matches live across Fox (70
matches) and FS1 (34 matches). NBCUniversal networks, including Telemundo and Universo, will air the tournament in Spanish.
