Brand gives grumpy motorists facing a parking fine reason to smile

For big-city motorists, finding your car has been wheel clamped by the parking authorities gives little reason to smile. But a recent guerrilla marketing campaign in Dublin, capital city of Ireland, sought to do just that. 

In the days leading up to the annual four-day Paddy Power Comedy Festival, the headline sponsor Paddy Power – a well-known sports betting and gaming operator – hijacked metal wheel clamps across the city with branding telling motorists ‘You need a laugh’ and urging them to attend the festival.  

As a further inducement to smile, the unfortunate motorists were given free tickets to attend the comedy event. 

To amplify the fun, Paddy Power shared footage on its social media channels of surprised motorists discovering the branded wheel clamps. 

Swap a grim surprise for a good laugh 

Said Dean Finn, Senior Marketing Manager at Paddy Power: “Wheel clamps have never been known for lifting spirits. Thankfully, the Paddy Power Comedy Festival is. If we can swap a grim surprise for a good laugh, we’ve done our job.” 

Added Marcos Gemal, Executive Creative Director at ad agency BBH Dublin, which created the guerrilla marketing campaign: “Paddy Power is always challenging people to have a laugh. So, we sought out a brand-new media space where you can be guaranteed [that] 100% of people will definitely need [a laugh].” 

Commented Little Black Book, an advertising industry news website: “Where drivers see a hazard, Paddy Power saw an opportunity to give people a laugh when they need it most.” 

Watch a video of the campaign on X here.