When one Dan Collins wrote on Paddy Power’s Facebook fan page, “Hope the chavs don’t ruin Cheltenham like they did Ascot…” he probably didn’t expect much of a response at all, let alone an entire commercial based on his musings. But that’s exactly what happened.
In the online betting hub’s latest ad, created by Crispin Porter + Bogusky, a mysterious stranger in a red scarf is sent to eradicate Cheltenham of all chavs–those white culture-appropriators frequently found in track suits. The man in the scarf carries out his mission with ruthless, Terminator-like efficiency, firing tranquilizer darts at any “tool,” “vajazzler,” or spray-tan abuser he lays eyes on. At least one non-chav bystander is not spared.
The bespoke ad craze has been popular for a while, but this may be the first response ad to indulge people’s prejudices with extreme prejudice.