The first official competitive live snail race in London, the "Guinness Gastropod Championship" held in 1999, was commentated by horse racing pundit John McCririck who started the race with the words "Ready, Steady, Slow".[2] This became common terminology for the start of a race.[2][3] The following year Guinness featured a snail race in their advertisement Bet on Black as part of their "Good things come to those who wait" campaign.[6] The advert won the silver award at the Cannes Lions International Advertising Festival and was self-parodied for their "Extra Cold" campaign several years later.[7]