Ahead of the upcoming Autumn Internationals, Guinness have released four pieces of content to rally the fans of each of the Home Nations. The ad campaign features rugby greats; Jonny Wilkinson, Shane Williams, Bill McLaren and the Munster team of 1978.
The content focuses on inner qualities like humility, dedication, self-belief, and irrepressible spirit as opposed to typical rugby physicality and brute strength. The campaign celebrates the triumph of these qualities, which have helped the ads’ heroes leave a lasting mark on the game.
- Jonny Wilkinson: Merci, focuses on the fly half’s humility, dedication to the game, and relentless resolve to bounce back from a raft of injuries, leading to him being as well-loved in Toulon as he is in England.
- Shane Williams: Mind Over Matter, celebrates the Welsh winger’s determination to prove people wrong after he was told he was too small to make it in rugby.
- Bill McLaren: Irrepressible Spirit, looks at how the legendary commentator overcame tuberculosis, which cut short his playing career, and found a way back to the game he loved to become the Voice of Rugby.
- Munster: David and Goliath, retells the historic victory of Irish team, Munster, over New Zealand, during which a group of ordinary men defied circumstance to achieve something extraordinary.
More at YouTube/Guinness.