Nicklas Bendtner and his Paddy Power Pants
Paddy Power, the Irish bookmaker and online casino operator, are no strangers to a bit of controversy.
After all, their advert which featured a blind footballer kicking a cat into a tree was the most complained about advert of 2010. This piece of marketing wonder was complained about 1,313 times to the Advertising Standards agency (for the record, the ASA didn’t uphold the complaints).
Well now they've been at it again and yet again it's looking unlikely that they're going to get into any trouble over it. One man will be though, and that's Nicklas Bendter.
After scoring his second goal yesterday during his Danish national side's 3-2 defeat to Portugal, Bendtner pulled down his shorts and lifted his shirt to reveal green pants with 'Paddy Power' written on them.
This move is likely to land Bendtner in some trouble as it's been reported that UEFA aren't exactly pleased at the move.
The organisers of all sporting events such as the European Championships tend not to take kindly to ambush marketing like this. Another example came in the 2010 World Cup when 36 of women dressed in bright orange attended a game between Holland and Germany to promote a Dutch brewery. That time two women believed to be organisers were arrested but we can't see that happening to Bendtner any time soon.
Despite any negatives that may come of it, Paddy Power will already be considering the stunt a success as so many people are talking about it across Europe.
It's often said in the gambling industry that if you want lots of publicity, then get an ad banned but as there's no way that can happen here, Paddy Power appear to be onto a winner!