# Floating Briefs Publicity Stunts Paddy Power Uses a Giant Underwear Blimp Ad to Promote its Brand By Kyle Towers | Published 2013-03-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/blimp-ad References: [neatorama](http://www.neatorama.com/2013/03/16/Flying-Underpants/) & [blog.paddypower](http://blog.paddypower.com/2013/03/13/whats-that-coming-over-the-hill-its-a-giant-hot-air-balloon-made-out-of-paddy-power-lucky-pants/) This blimp ad of a pair of lucky green briefs seen floating across the sky was used to promote Paddy Power. The gambling company used the [giant undies](https://www.trendhunter.com/trends/debute-x-stripe-stare) as a symbol of good luck to promote its brand. Having lucky underwear is something that is mentioned now and again in pop culture and now this expression was sent into the sky in the form of a giant blimp. Its use was definitely a sight to see -- it's not every day one looks to the sky to catch a glimpse of green tighty-whiteys. The blimp ad was used at the Cheltenham Festival, which is an [annual horse race event](https://www.trendhunter.com/trends/burn-ball) in the UK. Hopefully these bold undies didn't distract the horses. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 38% | Activity: 76% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Giant Ads:** Companies can create buzz and generate attention by using giant objects as advertisements. - **Symbolic Marketing:** Marketing campaigns that use symbolic objects can create an emotional connection between consumers and brands. - **Unusual Promotions:** Promotions that deviate from traditional advertising methods can attract attention and create brand awareness. ### Where This Applies - **Advertising:** Using unusual and attention-grabbing methods like giant ad blimps can help advertising agencies differentiate themselves from competitors. - **Sporting Events:** Companies can target specific audiences and associate their brand with a particular event, like Paddy Power did with the Cheltenham Festival. - **Gambling:** In a highly competitive industry, unconventional promotions like Paddy Power's blimp can help differentiate a brand and drive customer acquisition. ## Related on Trend Hunter - [Interactive Garment Billboards](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood.md) - [Playful Language App Campaigns](https://www.trendhunter.com/trends/duolingo-4.md) - [Cheeky Hygiene Company Campaigns](https://www.trendhunter.com/trends/so-clean-you-can-kiss-it.md) - [Ultra-Light Intimates Silhouettes](https://www.trendhunter.com/trends/feather-lace.md) - [Bold Statement Boxers](https://www.trendhunter.com/trends/royalty-boxer-briefs.md) - [Butter Aviation Promotions](https://www.trendhunter.com/trends/utterly-butterly.md) - [Humorous Period Care Campaigns](https://www.trendhunter.com/trends/period-underwear-1.md) - [QSR Blimp Restaurant Experiences](https://www.trendhunter.com/trends/subway-in-the-sky-promotion.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md)