Peter Crouch - a Premier League legend, the king of the robot with a ‘good touch for a big man’. That’s until he jumped aboard the saddle.
For on the eve of Cheltenham 2020, the biggest horse racing festival in the calendar, sport fans saw the 6ft 7ins footballer like they had never seen him before.
To mark his arrival as the new brand ambassador, Paddy Power got Crouch to make his debut by donning the silks to join Ruby Walsh - the most successful Cheltenham jockey ever - and Paddy himselff on the racetrack.
After a few pointers from Ruby (Paddy Power’s racing brand ambassador), Crouch jumped on board a horse and hurtled towards a fence in his first foray into racing.
The results - a dramatic fall. More than a million views in 24 hours, more than 7million to date and the most watched piece of content in Paddy Power history.
On the opening day of the biggest festival in the calendar, we had put ourselves front and centre of the racing conversation with a standout piece of fame-driving content.