Paddy Power is offering a sobering experience to overindulgent racegoers at Royal Ascot after wheeling in its very own glass-fronted ‘Drunk Tank’ within which up to 50 boozed-up fans can be deposited.
Billed as a solution to a spate of alcohol-fuelled brawls at race meetings, the converted lorry contains a customised 6x2m container within which those the worse for wear can quickly sober up.
To facilitate the clean-up operation Paddy Power has commissioned branded wheelbarrows with which to cart drunks off the streets of Ascot to its holding pen, maintaining order in the genteel town at no cost to local council tax payers.
Devised and executed by PR and creative agency Taylor Herring in tandem with Paddy Power’s own in-house team, the campaign is headed up by a 60-second advert helmed by the agency’s new production arm, St Marks Studios.
In a statement Paddy Power wrote: “Every year we watch thousands of dapper gents and glamourous ladies descending on Ascot. But, the mere whiff of a Prosecco cork seems to set them off. By the second race they’re using they’re rolling around the Royal enclosure like wild animals. Our Drunk Tank team will be patrolling the streets of Ascot to ensure the drunks don’t spoil things for residents and decent race-loving folk.”
The ad is being run throughout Royal Ascot Week on Paddy Power’s Facebook, Twitter, YouTube and Instagram accounts as part of an enlarged £320m advertising budget wielded by the firm.