Roy Keane takes no nonsense for Sky Bet

Manchester United legend and Sky Sports' resident no-nonsense pundit Roy Kean takes centre stage in this new campaign for Sky Bet.

Created by Who Wot Why London and directed by Outsider's Jim Gilchrist, the 60-second spot features Keane dealing with a host of obstacles as he makes his way to a football match.

But former tough tackling midfielder is determined that nothing should get in the way of enjoying the match as he gives a selfie seeker short shrift in homage to Peter Crouch’s hilarious gallery which is dedicated to people’s experiences when asking Roy Keane for a selfie. Keane then dodges a half-and-half scarf seller, another subject that (rightly, many would say) gets Keane hot under the collar. 

Further on he's stopped by a waitress who cheekily offers him a prawn sandwich in another homage, this time to Keane's famous tirade at corporate box fans at Manchester United who he dubbed ‘the prawn sandwich brigade’.

“Nothing should get in the way of enjoying sport and we welcome the addition of Roy Keane to the stable to tell that story,” said Ben Walker, Who Wot Why Co-Founder. "Roy Keane is an absolute legend and we’re chuffed to be working with him. Nothing should get in the way of enjoying sport and I’m certainly not going to argue with him on that.”