Paddy Power has released a new World Cup commercial that puts Danny Dyer opposite Rob Lowe in a cheeky argument over which nation does football better. The film, titled Nobody Does Football Better Than Us, lands ahead of the World Cup kick-off next month and is built around the kind of celebrity-led rivalry that turns a short ad into a talking point.
That is exactly why Dyer is being searched now: the campaign has arrived at the point in the calendar when football promotions start leaning hard into the tournament. In the new spot, he trades lines with Lowe in a battle that plays off national pride as much as the sport itself, with Paddy Power using the clash to frame the World Cup build-up around humour, familiar faces and a bit of swagger.
The commercial is also doing more than staging a one-off joke. It is part of a wider push across TV, digital, social and out-of-home, with the brand tying the ad to the passion and culture of English football while setting the US against England in a knowingly exaggerated contest. The film is directed by Max Barden through Anonymous Content, and the cast of characters extends beyond Dyer and Lowe, with Peter Crouch also pulled into the mix.
What makes the spot work is the way it exaggerates both sides while pretending to settle a football argument. The US is painted as bombastic and flag-waving, England as rowdy and bullish, and yet the commercial still treats the game as the common language between them. That contradiction is the point: it frames the two nations as rivals over football culture, even as the joke depends on the sport being shared ground in a promotional campaign.
The film leans into that over-the-top tone with a few precise gags, including Dyer burning his mouth on an overly hot pie, while Crouch falls victim to the superior chants of UK supporters. Those details give the ad its bite, but they also underline how carefully Paddy Power has shaped the campaign to travel beyond the television spot and into the larger World Cup conversation. A separate ad featuring Dyer and Lowe has already been used to spark that clash, and this new release builds on the same premise.
What remains unclear is how far the campaign will go from here. Paddy Power has confirmed the new commercial, but not a full rollout timetable beyond this latest launch, leaving the rest of the World Cup push to arrive when the brand is ready to turn the volume up again.
