Guinness

Rugby

Ahead of the upcoming Autumn Internationals, we created four pieces of content to rally the fans of each of the Home Nations. Jonny Wilkinson, Shane Williams, Bill McLaren and the Munster team of 1978 will be celebrated in our new Guinness ad campaign.

Guinness has a long-standing association with rugby, as sponsor of all four Rugby Unions; Scotland, Wales, England and Ireland. Rather than focusing on the physical attribute of brute strength normally found in rugby adverts, these four films look to inner qualities like humility, dedication, self-belief, and irrepressible spirit. It is the triumph of these qualities that we celebrate and which have helped the ads hero’s leave a lasting mark on the game.

Work in this campaign