"Europe's Favourites"

4 June 2024

65s

Dyer straights.

Danny Dyer sends himself up superbly in this ribald commercial for Paddy Power which reminds viewers of the forthcoming Euro football championships. England, according to the ad, are “everyone’s favourites”, an idea which is then ridiculed by characters representing other European nations.

Even though many of the characterisations are stereotypical and based on well-worn tropes, any predictability within the script is completely offset by the freshness of Dyer’s performance. He provides exactly the right level of charm and defiance, and even though we are supposed to be laughing at his chauvinism, it seems highly likely that hisexaggerated bigotry will resonate with England supporters.

All of which serves to make this a marvellous example of having your cake and eating it, which is brilliant news for the advertised brand who have an unerring knack for positioning themselves as the cheeky upstart adored by everyone… a very powerful notion in a crowded marketplace.

UK

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