PayPal Australia enlists Will Ferrell for biggest consumer campaign ever

PayPal Australia is rolling out its largest consumer advertising push yet, fronting comedian and actor Will Ferrell in a high-profile campaign to drive adoption of its buy now, pay later product PayPal Pay in 4.

The campaign launches during two of the biggest moments on the Australian sporting calendar - the AFL and NRL grand finals - before extending across broadcast television, BVOD and streaming platforms including Netflix, Amazon Prime and Binge. It forms part of a global brand platform starring Ferrell, with the local execution highlighting Pay in 4’s promise of no late fees, no interest and no account-keeping costs.

The media buy mirrors a Super Bowl-style strategy, targeting marquee sporting events that deliver mass reach and cultural cut-through. Last year the AFL Grand Final drew more than 4 million metro viewers, while the NRL Grand Final attracted millions more across broadcast and BVOD. For PayPal, dropping Ferrell into that environment is about signalling cultural relevance alongside the telco, beer and automotive brands that traditionally dominate premium sports inventory.

The Australian launch also marks the introduction of PayPal’s refreshed brand identity, with a new logo and bold visual treatment rolled out across out-of-home, digital, audio, influencer and social channels. The creative, developed by PayPal’s global agency network Publicis Groupe, is set on an aeroplane where Ferrell commandeers the cabin announcement system to deliver PayPal’s message with his trademark absurdity, blending product benefits with riffs on spelling and in-flight etiquette.

Caitlin Hoey, head of consumer marketing at PayPal Australia, said Ferrell’s involvement was about cutting through in a crowded BNPL market. “He brings unmistakable energy to the creative while shining a spotlight on the benefits of PayPal Pay in 4, a simple BNPL solution that millions of Australians can use with confidence,” she said. “This is the largest consumer campaign PayPal has ever run in Australia, and we’re thrilled it features iconic A-list actor whose universal humour resonates across generations.”

The campaign arrives as competition intensifies in BNPL, with providers seeking to differentiate on trust and transparency. PayPal Pay in 4 already works across millions of online stores and, unlike many rivals, charges no late fees or interest. Every transaction is backed by PayPal’s buyer protection policies and integrated into its global payments platform.

PayPal counts more than 9.5 million active Australian customer accounts and was recently named the most trusted brand in the payments, cards and loans category in Roy Morgan’s 2025 Trusted Brand Awards. Globally, the company operates in around 200 markets, servicing both consumers and businesses with its payments and credit products.