INDUSTRY:
Gambling
CLIENT:
PaddyPower
YEAR:
2025
ROLE:
Strategist & Copywriter
subway billboard for the commutes to games
Loyalty is Overrated is a tongue-in-cheek campaign for Paddy Power that aims to promote 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.
OOH billboard in high-traffic football locations
OOH billboard located outside the related grounds
OOH billboard across motorways in the UK
The biggest challenge was capturing Paddy Power’s provocative personality without crossing the line. The humor needed to feel sharp, funny, and authentic to football banter while staying relatable to casual fans and bettors alike.
OOH billboard located in and around city centres
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.
