The Drunk Tank service will provide temporary accommodation for up to 50 racing fans to sleep off the booze in clear-sided 6 x 2 meter container mounted on a lorry.
Four members of staff will cart drunks off the streets of Ascot in wheelbarrows, before transferring them into the tank. The custom-built unit features a hydraulic tail lift for ease of loading.
The public service initiative, which the bookmaker is providing at no cost to residents (or drunks), aims to clear the streets of blottoed race-goers and assist the inhabitants of the quaint Berkshire town.
The campaign was devised and executed by PR and creative agency Taylor Herring with Paddy Power’s in house team.
The 60” ad spot was produced by the agency’s new production arm St Marks Studios and written and directed by James Herring with Jon Brooks.
The ad will be screened across Royal Ascot week on Paddy Power’s social channels including Facebook, Twitter, YouTube and Instagram.
The bookmaker has today shared video footage of staff participating in a training exercise, as they prepared to tackle tanked-up toffs with ease and professionalism.
The campaign is informed by research by the bookmaker reveals that over eight in ten (85%) of British racegoers agree that horse racing events need to do more to stop alcohol fuelled drunken bad behaviour. Over a staggering four-fifths (88%) also admitted that their racing experience had been ruined by booze-fuelled bad behaviour and drunken antics.
Paddy Power (himself) said: “Every year we watch thousands of dapper gents and glamorous ladies descending on Ascot. But, the mere whiff of a Prosecco cork seems to set them off. By the second race they’re using they’re rolling around the Royal enclosure like wild animals. Our Drunk Tank team will be patrolling the streets of Ascot to ensure the drunks don’t spoil things for residents and decent race-loving folk.”
Source: Taylor Herring