Buccaneering Irish bookie Paddy Power has launched in Italy, scene of an ongoing football match-fixing scandal. Why overpaid footballers should need the money is a mystery to the rest of us, but there you are.
So who better than Jesus to cleanse the temple, sorry the dressing room (this is the English version).
Power has obviously taken a leaf out of the book of fellow Irishman Michael O’Leary of Ryanair, although his ads are rather more stylish, even though the odd ad ban is clearly part of the strategy. For which thanks go to Crispin Porter+Bogusky which seems to have found the ideal client to get its new London operation noticed.