Paddy Power draws ire of National Trust

Paddy Power’s latest publicity stunt, in which the company temporarily defaced the 17th century chalk giant in Dorset, has outraged The National Trust, begging the question – how much is too much?

The Cerne Abbas Giant is a hill figure, and fertility symbol, near the village of Cerne Abbas in Dorset, England. It is listed as a scheduled monument in the United Kingdom and the site on which it lies is owned by The National Trust.

The monument is a turf-cut outline filled with chalk depicting a giant naked man wielding a club who historians believe dates back to the 17th century.

Paddy Power, in a bid to gain publicity for the Wimbledon Championship, reportedly “broke onto the site” under cover of night and, using tarpaulins and tent pegs, reshaped the chalk giant’s club to represent a tennis racquet in one hand, and tossing a ball in the other.

According to PRWeek, the stunt was a collaboration between Paddy Power and agency Taylor Herring created to celebrate the start of Wimbledon and Tennis star Andy Murray’s announcement that he and his wife were expecting their second child.

“The Cerne Abbas Giant is protected as both a Scheduled Ancient Monument and as part of a Site of Special Scientific Interest and we are very concerned about any publicity stunt that may in future encourage damage to this fragile site,” the National Trust said.

“It’s our job to look after special places like this so everyone can enjoy them and we know that visitors who come here every year have a huge emotional connection with this special place.

“The site is protected as important chalk grassland for its wild flowers and the butterflies and wildlife that it supports and is easily damaged.”

Paddy Power’s response to PRWeek? “We’d rather beg forgiveness, than ask permission,” while handing over GBP 5,000 “as a gesture of goodwill” to The National Trust.

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