Paddy Power Bets on Love with Cheeky Irish Referendum Campaign

Paddy Power has launched a new tongue-in-cheek campaign to promote its betting on next month’s Marriage Equality Referendum in Ireland.The ads depict a balaclava clad same sex newlywed couple sharing a tender moment accompanied by the headline ‘Tiocfaidh Ár Lá’, which translates as ‘our day will come’ - subverting the slogan traditionally associated with militant Republicanism.

Paddy Power is making the ‘Yes’ vote its overwhelming favourite with odds of 1/10 available on the referendum passing, while it is 5/1 for it to fail. Paddy Power is also offering odds on Ireland’s gayest constituency. The bookie makes Dún Laoghaire in Dublin its 7/4 favourite to have the highest yes vote percentage, with Dublin South and Dublin South-East leading the chasing pack at 9/4 and 3/1 respectively.

The ads, which launch today, will appear on billboards, in press and online across Ireland in the run up to the vote on May 22nd.