Good Ads Matter

Paddy Power, an Irish betting company, launched this hilarious commercial to target a behavior that has become too normalized — sports fans on Twitter confidently criticizing professional athletes from the comfort of their sofas.

Shot in a mock-documentary style, the ad follows a “Social Squad” that tracks down outspoken Twitter users who posted bold takes during a boxing event and tests whether they still stand by those opinions in real life. The loudest critics are quickly confronted with reality.

The campaign reflects Paddy Power’s humorous, playful brand tone and indirect advertising style, where the brand rarely promotes its service directly and instead builds entertaining narratives.