The "Where were you in ‘22?" campaign by Paddy Power positions the brand as a bold and culturally savvy player within the gambling market, leveraging the emotional and social significance of football during the 2022 World Cup while intertwining it with festive Christmas traditions. The proposition centers on Paddy Power as more than a bookmaker—it acts as a cultural commentator capturing shared moments of passion, nostalgia, and humor that tie football fandom to seasonal celebrations. By doing so, it promises an entertaining, irreverent, and uniquely memorable betting experience that resonates with the spirit of the moment.
The market strategy hinges on the insight that 2022 was a landmark year when the World Cup coincided with the Christmas period, creating a rare overlap of two high-emotion events. The campaign targets predominantly UK sports and football enthusiasts who engage deeply with both football culture and holiday festivities. Creatively, it disrupts conventional Christmas advertising clichés, using humor, satire, and iconic football imagery to cut through the seasonal clutter. The integration of well-known personalities, such as David Threlfall’s voice and appearances from figures like Peter Crouch, anchors the campaign in authenticity and familiarity, amplifying its cultural relevance.
Additionally, Paddy Power supports the film with a robust, multi-channel approach including out-of-home (OOH) displays, social media content, bespoke merchandise, and experiential elements, all reinforcing the campaign’s blend of football mania with festive cheer. This approach not only broadens reach but also deepens engagement by inviting audiences to relive and share memorable moments from the year, framing Paddy Power as an integral part of their social conversations during the festive football season.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign unmistakably fits the Parody or Borrowed Format. The narrative directly references and lampoons Christmas ad clichés (“sidled up to the usual crimbo clichés and promptly ripped them to shreds”) and intertwines them with football culture, using familiar holiday tropes and reimagining them through the lens of the World Cup. Scenes like Peter Crouch struggling to “find room at The Inn” parody the Nativity, while the overall execution is an irreverent, tongue-in-cheek homage to seasonal film and advertising traditions. The use of David Threlfall’s recognizable voice and the self-aware juxtaposition of festive conventions with sporting nostalgia reflect the overt parodying and borrowing of widely recognized cultural formats central to FORMAT#12’s criteria.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Bet365 – Market Positioning
Bet365 leverages a reputation for extensive sports coverage and in-play betting options, emphasizing a user-friendly digital platform with competitive odds. Their global reach and investment in live streaming differentiate them by providing a comprehensive, seamless experience for serious and casual bettors alike, focusing on reliability and innovation within sports betting.
2. William Hill – Market Positioning
William Hill positions itself as a trusted, heritage-rich bookmaker blending traditional betting shop presence with modern online offerings. Known for strong customer service and a broad sports portfolio, it appeals to both seasoned bettors and mass-market consumers by balancing legacy credibility with digital evolution, especially around major sporting events.
3. Ladbrokes – Market Positioning
Ladbrokes emphasizes accessibility and entertainment, combining retail betting with a vibrant digital presence. Their marketing often harnesses humor and cultural moments to engage a younger demographic alongside loyal customers, positioning themselves as approachable and fun while offering diverse betting markets and promotions.
4. Coral – Market Positioning
Coral differentiates by targeting casual bettors and football fans through engaging content and competitive promotions. Their integrated retail and online betting platforms focus on ease of use and personalized offers, supporting customer retention with loyalty schemes and a strong emphasis on football-related events and betting products.
5. 888sport – Market Positioning
888sport stands out through its global online-first approach, appealing to tech-savvy bettors with a sleek platform, varied betting options, and focused sponsorships in football. The brand highlights innovation, value-driven promotions, and an expanding international footprint, catering to users who prioritize digital convenience and exciting betting experiences.
Q: What is Where were you in ‘22 about?
A: Where were you in ‘22 is Paddy Power’s 2022 Christmas TV campaign, created by Droga5 London for the UK market. The campaign seizes on the unprecedented overlap of the FIFA World Cup and the festive season, blending football mania with Christmas traditions in a bold, irreverent film. Narrated by David Threlfall and featuring appearances from football personalities like Peter Crouch, the ad lampoons holiday clichés by reimagining them through the lens of football culture. The campaign extends across out-of-home, social, press, and bespoke merchandise, positioning Paddy Power as a culturally attuned bookmaker with a flair for disruptive, memorable storytelling.
Q: What creative device does Where were you in ‘22 use?
A: Where were you in ‘22 employs FORMAT#12 Parody or Borrowed Format, as classified by Clapboard’s 12-format taxonomy. The campaign directly lampoons familiar Christmas advertising tropes, intertwining them with iconic football moments to create a self-aware, tongue-in-cheek homage to both festive and sporting traditions. Scenes such as Peter Crouch struggling to find room at The Inn parody the Nativity, while the use of David Threlfall’s distinctive narration and overt references to pop culture conventions reinforce the campaign’s status as a parody, borrowing widely recognized formats to deliver its message with wit and cultural resonance.
Q: What is the campaign proposition for Where were you in ‘22?
A: The campaign proposition for Where were you in ‘22 positions Paddy Power as a bold, culturally savvy bookmaker that captures the emotional and social significance of football during the 2022 World Cup, intertwined with the rituals of the Christmas season. Targeting UK sports and football enthusiasts, the campaign frames Paddy Power as more than a betting brand—it becomes a cultural commentator, celebrating shared moments of passion, nostalgia, and humor. This approach promises an entertaining, irreverent, and memorable betting experience that resonates with audiences during a rare convergence of football and festive celebrations.
Q: How does Where were you in ‘22 rank in Clapboard's archive?
A: Where were you in ‘22 holds a Clapboard Campaign Score of 71/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of both the gambling and festive advertising sectors.
Q: Who are the competitors in Paddy Power's category?
A: In the sports betting and gambling sector, Paddy Power competes with Bet365, known for its extensive sports coverage and in-play betting options with a focus on digital innovation; William Hill, which blends heritage credibility with modern online offerings and strong customer service; Ladbrokes, which emphasizes accessibility and entertainment through humor and cultural engagement; Coral, targeting casual bettors and football fans with engaging content and personalized promotions; and 888sport, which stands out for its global, online-first approach and value-driven digital experiences.
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