The highly anticipated advertisement featuring former UK Prime Minister Boris Johnson for Irish sports betting company Paddy Power has been scrapped following backlash from staff members in Britain.
The script for the ad, which was set to be a key part of Paddy Power’s advertising campaign for the upcoming European soccer championship and Paris Olympics, featured Mr. Johnson in an England soccer jersey making a quip about getting back into Europe, a reference to his role in the Brexit campaign.
Despite the ad being signed off and Mr. Johnson’s involvement confirmed, Paddy Power was forced to abandon the campaign after staff members in Britain expressed discomfort with promoting a figure as divisive as Mr. Johnson, particularly in relation to the sensitive issue of Brexit.
The decision to scrap the ad was confirmed by sources familiar with the campaign, who cited concerns about aligning the company with Mr. Johnson, whose tenure as Prime Minister ended amidst scandal.
Paddy Power’s parent company, Flutter Entertainment, acknowledged that Mr. Johnson’s role in the campaign had been cancelled but did not provide a specific reason for the decision. The company expressed hope of working with Mr. Johnson in the future.
Known for its controversial advertising tactics, Paddy Power has faced backlash in the past for ads that push boundaries. The decision to include Mr. Johnson in their campaign proved to be a step too far for some staff members, highlighting the challenges of navigating political sensitivities in advertising.
The pairing of Mr. Johnson with Paddy Power also raised eyebrows given his government’s stance on gambling, including calls to cancel sponsorship deals with betting companies during his time as Prime Minister.
