Paddy Power "Tiocfaidh Ár Lá" by BMB

Paddy Power, the bookmaker with a reputation for mischievous marketing, has released a new campaign across Ireland giving its odds on a "yes" vote in the referendum for gay marriage.

The outdoor and press activity shows two men in balaclavas kissing next to the headline "Tiocfaidh ár lá", which translates as "our day will come" and has been associated with militant Republicanism. The ad is the first by BMB since it won the £20 million ad account in March. The business was previously handled by Crispin Porter & Bogusky. The work was created by Trevor Beattie, the agency’s co-founder. The designer was Dan Forde.