When images of Paddy Power's latest stunt at Knock basilica appeared almost 2 weeks ago, we reckoned it may become a major talking-point with Joe Duffy and his Liveline listeners.
Well, a little later than expected, the projected image of the Virgin Mary lifting the Sam Maguire came to Duffy's attention this afternoon.
While he could hardly believe this incident had actually occurred, a writer from The Catholic Voice assured him that it had.
An 'objectionable, blasphemous stunt' according to Anne Teeling, a Paddy Power representative confirmed they had carried out the act, and had not sought any permission to do so; having not actually entered the grounds of the basilica.
With many callers taking exception with Paddy Power's description of the stunt as 'funny', one caller suggested that 'it might be funny to push an old man off a bus, but that doesn't mean it's the right thing to do.'
There are, however, limits to their edgy approach.
Paddy Power: Virgin Mary no problem, but we wouldn't project an image of Muhammad, because we're afraid of ISIS @FeilimMac #knockstunt
— Liveline (@rteliveline) August 28, 2017
Initially despairing at the presence of Marty Morrissey during Knock's novena week, this afternoon's show descended into a difference of opinions on what is and is not appropriate for the Catholic Church (quite often the remit of Liveline listeners).
As Duffy became increasingly frustrated with the one-up-man-ship of his listeners in the piety stakes, a general agreement was reached that 'Our Lady is bigger than Marty Morrissey'.
Needless to say, Twitter has had it's say on the Liveline feedback and Paddy Power's ability to garner additional exposure.
Apparently unaware that he doesn't speak for everyone, Joe keeps referring to an individual he calls "Our Lady". #LiveLine
— Obstrepero (@BocktheRobber) August 28, 2017
Has Joe Duffy ever heard of the good old phrase; 'no press is bad press'? Paddy Power must be loving the hour's free advertisement #liveline
— Daragh Small (@daraghs0) August 28, 2017
"I haven't seen it but I think it's disgusting..." Absolutely classic #Liveline comment
— Cormac O'Malley (@cormacpro) August 28, 2017
Two money mad profiteering organisations having a pop at each other on liveline. Paddy power bookmakers and the Catholic Church. #liveline
— John (@JohnJohndel2) August 28, 2017
Think Joe even blanked out when Anne was talking #liveline
— Leah Burgess 📷 (@LeahBurgessIr) August 28, 2017
Paddy Power yet again with an advertising campaign that lets the eternally offended give them free airtime & advertising space. #LiveLine
— Dáiligh 🏳️⚧️ (@Dailigh) August 28, 2017
With Paddy Power revealing that they received far more complaints for putting their name on Floyd Mayweather's boxers ahead of the weigh-in for his fight with Conor McGregor, there is little doubt that they are quite happy with a stunt that had seemingly gone unnoticed by one disgruntled caller who now insinuated she was speaking for 'the majority of Ireland'.
