Ten years ago, Tiger Woods saw his career and reputation come crashing down after he drove his SUV into a tree and allegations of his infidelity came to light.

But after a major win in 2019, Woods was back on his game and headed to Northern Ireland for the British Open. So Irish bookmaker Paddy Power decided to do something special to remind him to keep on driving on the straight and narrow path.

On the first day of the Open, we constructed a massive, 9x12 meter billboard in at the entrance to the tournament with a car crashed right through it (the same model SUV that marked the beginning of his downfall a decade ago) accompanied by the copy: “Tiger’s Arrived: Hope his driving improves”.

Standing in front was another billboard with a car-shaped hole in it, giving the impression that the SUV had crashed through it too.