When the above image went online the other day, Twitter and the rest of the Internet quite rightfully lost its shit. PaddyPower has a long history of controversial stunts, but this one was far and away out of bounds. The image showed a section of rainforest cut down to reveal "C'Mon England - PP".
As mentioned, the image quickly went viral and the pitchforks were out and torches lit for the brains behind it. Then it turned out it was a fake. Cough.
In a post on PaddyPower.com, the scam was revealed to be a very clever little piece of marketing and a lot of Photoshopping to create the image in question. They even put a little sequel image at the end. N'aww. Good for them.
Did they go too far? Or was it just a clever piece of marketing? Let us know in the comments!