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Paddy Power is on a mission to save football shirts from heavy branding.

A TV ad mocks football-shirt sponsorship by showing people wearing kit with absurd branding, such as "Grumpy Pigeon" and "Mr Softy". It is accompanied by I Love My Shirt by Donovan and a voiceover concludes: "Wouldn’t it be great if your footy shirt looked less like a billboard?" Paddy Power kicked off the "Save our shirt" campaign in July with a stunt pretending to unveil a new shirt design for the recently relegated Huddersfield Town, which featured a huge diagonal sash with the brand’s logo. The betting brand has added Motherwell, Newport County, Southend United and Macclesfield Town to its "unsponsoring" campaign and is calling on other sponsors to follow its lead and stop bastardising football shirts. The work was created by Kevin Masters, Christine Turner, Chris Willis and Paul Kocur, and directed by Peter Cattaneo through Academy.