Ireland coach Andy Farrell has delivered a candid response to TAB's marketing campaign, designed to poke fun at the tourists' daunting task of upsetting the All Blacks in New Zealand.
The billboards takes aim at the formidable odds stacked against the visitors, with one reading '0 wins in NZ', and another "Think the flight was long? Try a 28-year unbeaten streak at Eden Park".
Even the four New Zealand-born players in the Ireland squad weren't spared, with another poking fun at their inclusion, "'4 Kiwis in the team. That might help your odds a little."
The tourists have never won in New Zealand, a reality not lost on Farrell as Ireland look to break their duck with the first of the three-test series at Eden Park on July 2.
"We've seen a few billboards, they're up there, which are great. Walking through the streets of Auckland, there's always a back-handed compliment, which is great.
"It's what we expect and we're looking forward to that.
"Well, it's true. That's the reality of it. We take that on the chin and we move onto the next one don't we?"
TAB revealed the billboards are just a reminder of the ominous challenge Ireland face in trying to end a 28-year unbeaten streak at Eden Park for New Zealand.
"With the All Blacks kicking off their long-awaited test series against Ireland next weekend, we wanted to embrace our competitive Kiwi spirit and have some fun with the Ireland team," they said in a statement.
"In the spirit of fun and light-hearted banter, we’ve launched our ‘Consider the Odds’ campaign where we are asking the Ireland team to simply consider the odds of what they are trying to achieve.
"From when they arrived in New Zealand until the moment they step onto the field, we’ll be there to remind them that their odds aren’t looking good. We’ll have messages all over the test host cities to make sure our visitors don’t forget the challenge they’re facing, and you’ll see these ‘helpful’ facts and figures near Ireland’s accommodation, and along the routes to and from the training and the test venues.
"Based on Ireland’s recent performances we’re expecting this to be a thrilling series that will keep fans on the edge of their seats, but 28 years unbeaten at Eden Park has to count for something."
