Bridesmaids actor Chris O'Dowd narrates this online film from Tourism Ireland, which is hoping to capitalize on Olympic travel frustrations in London by urging people to "escape the madness" and travel to Ireland instead. The film, by Publicis London, pits two guys in a race against each other - "Office Boy" to drink a latte at his office in London, and "Yer Man" to drink a pint of stout in Ireland. Their respective journeys contrast the tranquility of Ireland with the stressed-out London commute. O'Dowd (who apparently tweeted his request to be the voice of Ireland) makes a cameo appearance. At the end of the film, viewers get a choice between escaping or embracing the madness captured in the film.

The campaign will also include press and outdoor ads, while consumers can join in on Twitter using the hashtag #escapethemadness.