Paddy Power is a genius. Or scum. It really depends what side of the fence you stand on in relation to the Irish bookmaker’s guerrilla marketing effort at the 2010 Ryder Cup golf tournament.

The 2010 Ryder Cup is currently taking place at the Celtic manor resort in Newport, Wales. The U.S.A. and Europe are battling to win the Ryder Cup, a golf tournament that usually throws up some surprises.

This year’s first surprise happened before the 2010 Ryder Cup had even teed off, with Paddy Power erecting a huge advertising hoarding in a field just outside the boundaries of Celtic Manor.

I guess it was meant to resemble the Hollywood Sign in Los Angeles. Which is kind of does. Paddy Power lost a court battle and has been told to take the sign down within three days, but as the Ryder Cup only lasts three days that’s hardly a major problem.