Stephen Hawking unveils formula for World Cup success to Paddy Power

The secret to England winning the World Cup has been unveiled by Stephen Hawking, as part of Paddy Power’s latest campaign.

PR agency Taylor Herring engaged the genius to lead a study delving into the science of England’s World Cup performances and the best (scientific) way to take a penalty.

Harry Dromey, ‘mischief champion’ at Paddy Power, said: “Like all great mischief ideas it was love at first sight. It’s beautifully simple, different and full of audacity and wit. It’s one thing to conceive a leftfield idea and quite another to execute it. I’m really pleased that together with Taylor Herring we managed both. Consider the bar raised.” The results were revealed at an event at the Savoy Hotel, with special ‘Hawking Talking’ content also created for Facebook and YouTube.

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