Paddy Power has backed away from a planned advertising campaign for Euro 2024 featuring Boris Johnson after strong criticism from its staff.
The former prime minister of the United Kingdom reportedly agreed to a cameo role in the ad ahead of football’s European Championship international tournament this summer. The Irish-based gambling giant is renowned for its outrageous and often controversial advertising strategy, which often involves publicity stunts to grab headlines and create talking points.
Recent adverts have sparked fury, including one showing a blind footballer kicking a cat and another featured in a social media video Anti-gay comments,
Johnson, who led the 2016 Brexit campaign, was to wear an England jersey and declare “I told you I’d get us back into Europe,” as part of the bookmaker’s promotional activity. It’s a bit of an irony given his political rhetoric and activity in recent times, but the eccentric politician is not one to pull stunts or take advantage of an opportunity. Some would say he’s a perfect fit for the job Paddy Power A self-deprecating brand.
However, the U-turn appears to have come following uneasiness amongst her staff at the use of “a divisive figure like Johnson” and language mocking the Brexit position.
Paddy Power still wants to work with Boris Johnson
Flutter Entertainment-owned Paddy Power confirmed they were in talks with representatives of the former London mayor and although the Euro 2024 campaign will not go ahead, they still hope to collaborate in the future.
A company spokesperson said: “We’ve been talking to Boris Johnson’s team about a number of opportunities, one of which was the idea of a cameo role in a TV advert.”
with General election In Britain, Johnson is expected to be abroad for much of the campaign but is set to lend his presence to the Conservatives from afar. He is a polarising figure but still has considerable support among voters despite stepping down from frontline politics in June 2023.
Image Credit: Annie Spratt/Unsplash
paddy-power-backs-out-of-euro-2024-ad-featuring-boris-johnson
