PEOPLE offended by Paddy Power’s Oscar Pistorius advert should “get over themselves”, according to Michael O’Leary.
Despite the controversial promotion drawing a record number of complaints, the infamous Ryanair boss leapt to the defence of the Irish bookmaker by saying it was “a bit of fun”.
And rather than seeing today’s Advertising Standards Authority ruling against Paddy Power as a sign the bookie’s crossed a line, the outspoken CEO said the company should instead see it as an endorsement.
“In most cases what you find is that when the advertising authorities sanction you, it is just another brilliant ad,” Mr O’Leary told The Irish Post.
“I think there is a very controversial trial and I think they are perfectly within their rights to open a book on whether he will be convicted or not convicted.
“It is a bit of fun, it is a bit of entertainment and so what? There are far too many pious people out there expressing something on an opinion they know nothing about.”
Mr O’Leary was speaking in London after announcing Ryanair’s winter schedule. His comments came as the ASA ruled that Paddy Power brought advertising into disrepute with its Oscar Pistorius "money off if he walks" campaign that drew a record 5,525 complaints.
The bookie's ad became the most complained-about UK ad of all time two weeks ago, partly fuelled by an online petition objecting to the offer of a refund on all losing bets if the South African Paralympian is found not guilty of the murder of his girlfriend Reeva Steenkamp.
The betting page on PaddyPower.comThe ad showed an image similar to an Oscar statuette with the face of Pistorius, next to text stating: "It's Oscar Time. Money back if he walks. We will refund all losing bets on the Oscar Pistorius trial if he is found not guilty."
Mr O’Leary, who is himself no stranger to the moral backlash of the British public, described Paddy Power’s advert as “terrific”.
“It gets people talking about Paddy Power,” he explained. “It is a bit like Ryanair, whether they are criticising our calendars or criticising Oscar Pistorius, it is generating more PR for Paddy Power.”
Mr O’Leary added: “So much of the advertising industry is dull and boring and what we are trying to do, and to a certain extent Paddy Power too, is be somewhat humorous and interesting and topical. We do not set out to offend people, but if somebody gets offended occasionally, fine, get over themselves.
“If all advertising was dull and boring and babies nappies, there would be nothing interesting in the world, so I think Paddy Power should keep going and by the time the Advertising Standards Authority get around to sanctioning you, who cares.”
Ryanair has been rapped by the ASA numerous times in the past.
In 2012, it a series of adverts showing a scantily-clad model in lingerie under the strapline “Red Hot Fares & Crew”. The advertising campaign was banned and deemed “sexist” with the ASA adding that it “objectified” women.
Ryanair also came under fire in 2008 for an advert which showed a young woman posing as a scantily-clad schoolgirl.
The ASA watchdog also banned that advert, ruling it an “irresponsible” image that appeared to link teenage girls with sexually provocative behaviour.
