Dubliners hate the yellow clamp, the thing that deactivates their car parked where or when it shouldn’t be. But where drivers see a hazard, Paddy Power saw an opportunity to give people a laugh when they need it most. The outdoor activation from BBH Dublin turns yellow wheel clamps into cheeky comedy media spaces to promote the upcoming Paddy Power Comedy Festival. The stencilled wheelclamps will begin appearing on clamp-immobilised cars on streets across Dublin in the days leading up to the Paddy Power-sponsored laughfest. The footage will be shared on social channels to drive conversation ahead of the festival.

Marcos Gemal, executive creative director at BBH Dublin, commented, “Paddy Power is always challenging people to have a laugh. So, we sought out a brand-new media space where you can be guaranteed 100% of people will definitely need one.”

Dean Finn, senior marketing manager at Paddy Power, added, “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.”

People who spotted the clamped cars were rewarded with free tickets to the Paddy Power Comedy Festival, taking place place in Iveagh Gardens in Dublin from July 23 – 26.