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.”