John Sisk & Sons has started early in the race to win those lucrative tunnelling contracts that will be up for grabs if Seámus Brennan's metro plans come to fruition.
The builder makes a cameo appearance in the latest dragon flick - Reign of Fire - which was made in Dublin last year.
The film stars fire-breathing dragons that try to take over Britain after some builders accidentally tunnel into their lair under central London.
Step forward John Sisk & Sons whose familiar red logo is plastered all over the hard hats of the engineers responsible for this calamity.
The value of this sort of subliminal advertising is well known and presumably it helps to build greater awareness of Sisk, which have been doing very nicely the last few years.
The most recently-filed accounts filed for the company showed that it made pre-tax profits of €30 million last year on a turnover of €507 million.
The accounts show shareholders funds standing at a tidy €96 million.
Of course it could be argued that the context in which Sisk is associated with tunnelling in the film might backfire if it goes looking for tunnelling contracts in Dublin.
But on the other hand there is as much chance of fire-breathing dragons taking over Britain as there is of a metro going under Dublin in the foreseeable future.
