Paddy Power reveals first ever Christmas advert – as bookmaker casts Danny Dyer in a mullet and Eddie Hearn as a club owner in hilarious video

Paddy Power has unveiled its first ever attempt at a Christmas advert and it is as hilarious as you would expect.

In response to clamours for less serious festive ads, the bookmaker has recruited actor Danny Dyer as a mullet-wearing football-mad father, and promoter Eddie Hearn as a larger-than-life club owner.

The campaign, titled A Shirt’s Not Just For Christmas, It’s For Life, tracks the age-old tale of footballing loyalty starting from the familiar moment of unwrapping a shirt as a kid on Christmas morning.

The relatable ode to lifelong sporting fandom follows Andy, a long-suffering supporter of fictional Hardlypool United, through decades of devotion and dodgy haircuts – kicking off in the 1980s, where he receives his first kit from his dad Danny (played by Dyer) on Christmas.

Travelling along countless questionable fashion choices, leaky roofs in stadiums, big-money takeovers, then subsequent Financial Fairplay heartbreak, viewers stick with Andy through it all – only to see the cycle repeat as he gifts his own son the same (useless) team’s shirt.

As he does, proud Danny – now a grandfather – watches on, this time with no mullet but 30 years older, thanks to a four-hour stint of prosthetic makeovers.

His son Andy goes through the highs and lows of supporting fictional Hardlypool United

At one point, Eddie Hearn takes over the club and promises to invest in the team

It’s a journey every football supporter can relate to – the highs, the lows, and the indescribable feeling of belonging to something bigger, no matter how terrible your team is.

With typically sharp humour, a dose of nostalgia and heaps of festive fun, Paddy Power enters the seasonal ads market to remind us that a football shirt isn’t just a gift for Christmas – it’s for life. 

And the brand’s festive debut is rooted in its new research which uncovers the chaos, traditions, and humour that make football a Christmas essential.

The findings showed that 56 per cent of fans received their first football shirt as a gift from a family member – with four in ten having been gifted theirs from their father.

It also found that 73 per cent of those who watch them think Christmas adverts have become too serious, calling for more cheer from brands this year.

The ad’s star turn Dyer said: ‘There was only ever one team for me, and it certainly wasn’t Millwall! West Ham were my first true love – ever since I got given that shirt as a kid I’ve been hooked. 

‘There’s no better feeling than getting that shirt on. You wear that shirt with pride every time you put it on. You back them through it all. The good and the bad.’ 

Speaking about the bookmaker’s first ever Christmas campaign, Paddy Power himself said: ‘Like so many fans, I got my first football shirt from my dad, and it set me up for a lifetime of passion, loyalty, and a bit of heartbreak – which is a bit of a clue to who I support! 

It all comes full circle as an unrecognisable Dyer sees his son give his grandson a football shirt

The EastEnders actor explained that he was a lifelong West Ham United supporter

‘But let’s be honest, we all need a laugh at Christmas – and that’s what this is all about. A shirt’s not just for Christmas; it’s for life.’

Michelle Spillane, Paddy Power’s Managing Director of Marketing, commented: ‘This campaign is more than just an ad – it’s a love letter to football. We’ve always celebrated the quirks, passion, and laughs that make football great. 

‘For our first Christmas ad, we wanted something bold, funny, and packed with heart – a true reflection of the beautiful game.’

Football fans are known for their unwavering passion, and Paddy Power’s research revealed the sacrifices they’d make for their team’s success during the festive season. 

More than three quarters (76 per cent) of Brits say they wish there was Christmas Day football, and one in nine (11 per cent) confessed they would spend Christmas alone if it meant a win for their team on Boxing Day and 7 per cent even admitted they would never celebrate Christmas again if it meant their team was likely to win the league.

You can catch the ad, created by BBH London, on TV and online from December 9.