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


It’s a safe bet Woods wasn’t consulted on the campaign.


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