INDUSTRY:
Gambling
CLIENT:
PaddyPower
YEAR:
2025
Paddy Power
about.
Loyalty is Overrated is a tongue-in-cheek campaign for Paddy Power that takes aim at blind devotion in football and betting culture. Playing on Paddy Power’s signature irreverent humor, the series of ads mocks the idea of loyalty, whether it’s backing the same underperforming striker or standing by your club’s flops.
Using bold copy and punchline-driven headlines, the campaign positions Paddy Power as the smart, self-aware voice in a sport obsessed with misplaced faith. It’s not about sentiment; it’s about calling the game as it is.
challenge.
The biggest challenge was capturing Paddy Power’s provocative personality without crossing into offense. The humor needed to feel sharp, funny, and authentic to football banter while staying relatable to casual fans and bettors alike.
Finding the perfect balance between “pub talk” wit and brand-safe humor required refining tone, rhythm, and timing across every headline. Each line had to sound like something a fan would actually say, but sharper.
result.
The Loyalty is Overrated campaign delivered exactly what Paddy Power does best: provocation that entertains. The ads sparked laughs, shares, and online debate among football fans, reminding audiences that in betting, blind loyalty doesn’t pay.
The campaign strengthened Paddy Power’s position as the bold, unapologetic voice of modern football culture, one that rewards smart choices, not emotional ones.
