Tourism Ireland aims to tap into commuting frustration

Tourism Ireland is hoping to attract visitors stressed by London’s transport issues and travelling during the Olympics with a film featuring Bridesmaids and The IT Crowd star Chris O’Dowd.

The two-minute YouTube film pits “Yer man” flying to Ireland for a pint of Guinness against “Office Boy” commuting in London.

The hectic commute into London exacerbated by the extra visitors to the Capital this summer is contrasted with the lack of gridlock in Ireland.

In O’Dowd’s cameo he intentionally slows ‘Office Boy’ down by closing the lift doors as he nears his final destination. He also does the voiceover for the film.

The film, created by Publicis London, ends with the challenge: “How will you deal with the madness? Will you escape it, or embrace it?” and invites viewers to make one of two choices that will then enter them into a prize draw. Prizes include either a trip to Ireland, or VIP treatment at Irish House in London or a tab at the Porterhouse in Covent Garden.

The YouTube film will be supported by seeding via Rubber Republic and Outbrain, premium video page posts on Facebook and pre-roll and Twitter activity.

Tweeters will be encouraged to use #escapethemadness or #embracethemadness and join the debate.

Press and outdoor creative for the campaign launched last month and media is being handled by Carat.

Mark Henry, Tourism Ireland’s central marketing director, says: “Tourism Ireland is a strong believer in the power of engaging content to generate positive word of mouth about Ireland.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here