Ireland doesn't get many chances to dominate England in sports. Cheltenham Racing Festival is an exception. In our first-ever TV ad for Paddy Power, we asked Ireland's uncle, Colm Meaney, to air some of our national dirty laundry and let the English know that while Cheltenham may be their town, it's our turf.

The content racked up 10m views in three weeks, and increase brand consideration among racing punters by +7%.