Irish gambling platform Paddy Power's jokey campaign tied to the British Open may not have paid off as expected after Tiger Woods—the focus of the effort — exited the tournament early. He didn’t make the cut to the final two days of play.
The creative storyline, developed with agency Officer & Gentleman, incorporates Woods' infamous Thanksgiving Day crash a decade ago as the golfing great’s marriage and career were falling apart. The storyline pondering Woods’ comeback includes a man crashing the same model Cadillac Escalade as Woods’ into a billboard.
A billboard depicting the car crash was placed in Portrush, Northern Ireland, the site of this weekend's tournament.
It’s a safe bet Woods wasn’t consulted on the campaign.