Guinness

Rugby – Ashwin Willemse

New films tell the uplifting stories of Wales legend, Gareth Thomas, and former South Africa winger, Ashwin Willemse, and how their teammates were there for them when they needed them most.
With the eyes of the world turning to England for seven weeks of sporting history, GUINNESS has launched a brand new campaign, celebrating stories of strength of character and integrity from the world of rugby. Rather than focus on physical attributes of what makes a rugby player, this campaign looks to inner qualities like courage, empathy and self-belief.

Ashwin Willemse: The Right Path tells the story of a man who had a choice of two paths when growing up. One dictated to him by a notorious Cape Town gang, and one he would need to make for himself, to follow a path to the pinnacle of rugby. The film celebrates the choice that he made to defy his circumstances, and the encouragement of those around him, which empowered him to be who he wanted to be, eventually winning 19 caps for his country and becoming a World Champion in 2007.

Along with the two adverts, GUINNESS is also releasing two short documentaries, which dive deeper into the detail about Gareth and Ashwin’s stories. The two moving short films shine a light on the events covered in the adverts, providing additional insight from the subjects on the challenging circumstances they faced, and the incredible support they received from their teammates.

Work in this campaign