Paddy Power has today unveiled billboards promoting its sponsorship of the largest athletics event taking place in London this summer…its inaugural Paddy Power egg-and-spoon race in the city of London, France.
Situated in Burgundy, in between Dijon and Lyon, London will see twelve athletes compete in the 200 metres challenge.
A spokesperson for Paddy Power said “It’s an honour to support the biggest athletics event in London this year. We’re looking forward to a competitive and fun event where our athletes can wear, eat and drink whatever they want!”
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Absolute legends
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Love it...
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Move over Ryanair, Paddy Power is king of the stunts.
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Fantastic ambush marketing. Anything that fights back against corporate sponsor fascism is good news.
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London 2012 seems to be a slow moving PR disaster. We've had extensive coverage of what appears to be heavy handed brand protectionism. A logo that could be described as unfortunate. Mascots that have attracted a fair amount of ribald comment. Constant reminders of the fragility of London's infrastructure (to the point that citizens have been asked to avoid London during the games – that's so not good for London's economy) and Olympic Burnout. Years of Olympic coverage that has turned London 2012 into one long yawn.
This advertising ploy by Paddy Power skilfully takes advantage of what appears to be a growing disenchantment with the whole idea of London 2012. A humorous poke in the eye for the Olympic bureaucracy, the official event sponsors and the government. The British do love a bit of satire and this delivers nicely.
What I'd like to know is how the masses are reacting to the official sponsors. Are the sponsors getting the results they want? Is being associated with London 2012 building positive brand awareness for them or is it doing just the opposite? Having seen comments in many forums that clearly state a desire to boycott official London 2012 sponsors I have to wonder if this Olympiad will become known as The Toxic Olympics.
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Genius
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BOOM! Trailblazers!
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