With the Cheltenham Festival a week away, Paddy Power is looking to build excitement amongst Irish punters by installing a giant 7.7m x 10.2m billboard of a thrill seeking Ruby Walsh above Flanagan’s on O’Connell Street.
The advertisement features a whip-wielding armoured Walsh riding atop of two horses along with the headline ‘Cheltenham. The Ride Of Your Life.’
However, to create the image used in the banner the record-breaking jockey was left dangling in mid-air during a photoshoot in a Dublin studio.
Kildare man Ruby, who’s ridden 52 winners at the festival, spent 30 minutes floating while staff tried to bring him down.
Speaking of the shoot Ruby Walsh said: “The place we used was colder than a polar bear’s behind and it felt like it hadn’t been used since the Civil War. I’ve broken god knows how many bones in the line of duty, but it was Paddy’s neck I wanted to break for this stunt.”
Asked his thoughts on the billboard spokesman Paddy Power said: “Racing fans can’t wait for Cheltenham and we thought we’d ramp up the excitement levels even further with a daredevil 7m tall Ruby Walsh. There’s very little Ruby can’t do on a horse but we felt that the safest option was to use some Matrix style trickery to bring this advert to life.”