The Four Lads in Jeans, who were at the centre of a viral meme after a photo of them took the internet by storm in 2020, have recreated their famous pose for an advert ahead of Euro 2024.
Betting company Paddy Power have the four lads posing in the same outfits that they wore when their photo went viral, in a jokey advert that sees former EastEnders star Dyer Dyer, 46, strip down to his swimming trunks and pull pints in the clip which also features former England international Peter Crouch, 43, as the build-up continues to the tournament later this month in Germany.
England are among the favourites to win the Euros, and lift their first trophy since the World Cup win in 1966, and the advert pokes fun at the Three Lions being the team to beat despite a number of reasons why the country might be behind others across the continent.
Four Lads in the 2020 photo that became a viral meme (fourladsinjeans/Instagram)Paddy Power is renowned for their comic promotions and this time they have mixed the infamous behaviour of the English abroad, with their derided fashion sense and the disastrous Brexit process, as people from around Europe are questioned about why they love England.
Four Lads recreate the pose that made them a viral sensation (fourladsinjeans/Instagram)At one point in the advert, an Italian women points towards the "effortless style" of the English as the camera pans to the four lads recreating their viral pose, before she says "Mamma Mia" as Jamie Phillips, Connor Humpage, Kevin Rooney and Alex Lacey come into focus.
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They had shot to fame while on a "boozy brunch with the lads" in Birmingham and admitted that they were confused as to why they had become an internet sensation in their tight tops, bulging muscles and skinny jeans. Speaking recently about the position they found themselves in, Connor said: "We literally just went on a lad's boozy brunch and asked a random stranger to take a picture of us and then all of a sudden it went viral. And what people don't know is that the photo had been up before it became a meme so it was a shock to all of us. And we didn't understand, we were just wearing what everyone else was wearing at the time."
Danny Dyer and Peter Crouch star in new Paddy Power advert (fourladsinjeans/Instagram)Connor added that they changed their style almost immediately after the photo was posted online. He said: "People have said that we were behind the times and wondered why we were wearing skinny jeans for so long but they're only seeing a snapshot. We'd stopped wearing skinny jeans basically as soon as the photo came out because the fashion had changed."
This is not the first advert the lads have appeared in, with them being involved in promos for McDonald's and Sony noise-cancelling headphones. They also made an appearance alongside comedian Jack Whitehall for a skit filmed for 2022 Brit Awards, which Jack also hosted.
In August 2022, artist William Douglas, who is known as Tat Vision, created a statue of the four lads which was unveiled in the spot of the photo, outside All Bar One in Grand Central, Birmingham.
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