Paddy Power Marks Return Of Premier League With New Campaign Starring Peter Crouch By Octagon

To mark the return of the Premier League season, Irish bookmaker Paddy Power has launched a new TV-led campaign called ‘New normal. Same old football.’ 

The main spot which will air on U.K. and Irish television and in extended length online, features ex footballer Peter Crouch taking an optimistic view on the start of the new season – all the while stirring up the tribal tensions that make football so great. 

Michelle Spillane, Paddy Power’s Marketing Director, said: “Many things have changed in the new normal, but football remains the same old game that we love.  We wanted to channel the excitement around the new season, while injecting a sense of optimism around the new elements of football – all while leaning on the light-hearted nature of fandom. Peter Crouch is the perfect frontman for this, embracing football as it is now, and giving a new season rallying cry as the Premier League returns fully this weekend.”

Josh Green, Creative Director at Octagon commented: “It’s going to be weird. But on the bright side, we’ve got our football back. Sure, we’ve got fake crowd noise. But Emirates has never sounded so good. Cardboard fans? Bizarre. But they’ll make Liverpool’s new plastic ones feel right at home. It’s all to say – football’s going be different. But at its core, it’ll be the same as always. And that’s what we need right now.’

The campaign launches on TV and online on 18th September with print, OOH and social running throughout the month.

The TVC was directed by Oscar nominated director Peter Cattaneo. The campaign was created by Octagon and produced by Academy Films. 


Brand: Paddy Power 

Marketing and Brand Director: Michelle Spillane

Head of Brand, Football and Gaming: James O’Reilly 

Head of Film & Motion GFX: Robin Marks

Head of PR and Mischief: Lee Price

Head of Brand, Racing and Ireland: Paul Mallon

Head of Brand Strategy: Emer McCarthy

Marketing Manager: Will Gunton

Brand Manager: Dan Oates 

Agency: Octagon 

Creative Director: Josh Green

Creatives: Dan Harrison, Jonny Watson

Head of Strategy: Henry Nash

Planner: Ed McKenna

Managing Director: Joel Seymour-Hyde

Client Services Director: Yoo-Jin Shin

Group Director: Gillian Snowball 

Account Manager: Florence Daly

Senior Account Executive: Bekah Flatman

Head of Delivery: Lisa Mesztig

Production Director: Roz Barnfield 

Agency Producer: Sam Farrance

Film Director: Peter Cattaneo

Production: Academy Films

Post-Production: The Quarry

Source: Octagon

You must be logged in to post a comment Login