Uplifting Guinness Spots Celebrate Rugby's Lesser-Known Legends

Ads Delve into the Sport's History as Rugby Fever Heats Up in the U.K.

Published on Nov 05, 2014

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With England set to host the Rugby World Cup next year, expect to see plenty of ads that celebrate size and strength, and feature big, burly players covered in mud. Guinness Europe takes a different route, delving into the history of rugby and coming up with compelling stories as it launches a campaign set to run in the U.K. and Ireland during the Autumn Internationals, the sport's end-of-year international matches. Four films, some of which cleverly piece together archival footage, tell lesser-known tales from England, Ireland, Scotland and Wales (Guinness sponsors all four rugby teams).

They celebrate the inspirational Bill MacLaren (above), who beat tuberculosis to become a much-loved commentator; Johnny Wilkinson, the English rugby hero who, it turns out, is bizarrely loved by the French; Shane Williams, a Welsh player who was told he was too small to make it in rugby; and Ireland's Munster team, which defeated "unbeatable" New Zealand in 1978. All focus on "the inspirational character and integrity that is central to the sport," said Stephen O'Kelly, marketing director, Guinness (Western Europe) at Diageo, in a statement. The ads, by Abbott Mead Vickers BBDO, launch on British TV today.

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Nov 05, 2014
Abbott Mead Vickers BBDO
Creative Director:
Dave Buchanan
Nicholas Hulley
Art Director:
Nadja Lossgott
Agency Planner:
Rory Gallery
Agency Planner:
Steve Hopkins
Agency Producer:
Nick Godden
Agency Producer:
Holly Pienaar
Media Planner:
Francesca Hills
Production Company:
Production Company:
John Doris
Dan Maslen
John X. Carey
Production Company Producer:
James Howland
Production Company Producer:
Dom Gomez
Production Company Producer:
John Doris
Post Production Company:
The Mill
Audio Post Production:

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