The agency has created what - from afar - appears to be a noisy VIP bouncy castle near Tower Bridge.
The 'Sure FanZone', which features music, an MC and smoke effects, is being plugged as 'the best football-watching experience ever'.
Last Sunday afternoon, Diary joined competition winners, former England striker Peter Beardsley and a David Beckham lookalike to watch England stutter past Ecuador.
As the game wore on, and Diary's mind drifted away from football towards investigative journalism, we casually asked Frank joint managing director Andrew Bloch whether the Becks lookalike had cost more than the penguin Frank hired for a previous Sure stunt (PRWeek, 7 April).
The answer? Rental of one penguin - £1,000. One Becks lookalike - £400.
A stat to make John Motson proud, for sure.