Creative effectiveness platform System1 has revealed that humour is once again king – with the theme dominating the best Euros-centric in this momentous summer of sport.
Unsurprisingly, early front-runner Paddy Power has taken home the crown for the most effective Euro 2024 ad with its brilliantly derisory ‘Everyone’s Favourites’.
Featuring a host of star names including Danny Dyer and Peter Crouch, the betting firm’s spot pokes fun at English exceptionalism on the continent, with different nations sarcastically listing what they love about the sceptred isle’s finest.
“England’s performances on the field may not be a laughing matter, though plenty of tongue-in-cheek wit in ads is helping to boost the scores this year,” System1 chief customer officer, Jon Evans said.
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“We’ve seen humour make a come back at the Cannes Lions, driving a positive shift in ad effectiveness. This trend continuing into the Euros, raises the question – is humour here to stay?.”
Scoring an incredibly impressive top score of 5.9 according to System1 metrics, something only 1% of ads achieve, Paddy Power’s Euros masterpiece is sure to live long in the memory.
Other top performers on the platform’s Euros database include Irn-Bru’s hopelessly optimistic spot celebrating Scotland’s return to the big stage after missing out on the 2022 World Cup, scoring an immensely creditable 5.0, alongside Adidas’ ode to England’s wonderboy Jude Bellingham, which scored 4.5.
