Paddy Power bets on love not war in Irish referendum campaign
Irreverent Irish bookmaker Paddy Power has intervened in a referendum on marriage equality in Ireland with a billboard, press and online campaign conflating gay rights with militant republicanism.
‘Tiocfaidh Ár Lá’, translated as ‘our day will come’, envisions two balaclava clad men embracing following their marriage, subverting a phrase more traditionally associated with militant groups.
Conceived by advertising and PR agency BMB the campaign draws attention to Paddy Power's own referendum betting odds, which show that a ‘Yes’ vote for equality is the bookies overwhelming favourite with odds of 1/10 that the referendum will be passed.
Supporters of the status quo face rather less favourable odds, with the chance of it failing set at just 5/1.
To pep up the debate further Paddy Power is also offering odds on Ireland’s ‘gayest constituency’, identifying Dún Laoghaire in Dublin as most likely to poll the highest yes percentage of the vote, followed closely by Dublin and Dublin South-East at 9/4 and 3/1 respectively.