Paddy Power's latest ambush marketing takes aim at the Olympics
Remember Nicklas Bendtner’s lucky pants? Well Paddy Power is at it again with a spot of imaginative advertising hitting billboards in London today.
The Irish bookie announces itself as official sponsor of the biggest athletics event to take place in London this year.
That event is actually in a place called London in France, a town between Dijon and Lyon which will see 12 “athletes” compete for the inaugural Paddy Power egg-and-spoon race.
A Paddy Power spokesperson 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!”
Here’s the billboard: