Guinness This is Rugby Country advertisement

THIS IS RUGBY COUNTRY

GUINNESS & CO LAUNCH NEW RUGBY ADVERTISING CAMPAIGN

Dublin, Thursday 18 November 2010:

Guinness & Co. has launched its latest advertising campaign to support the Guinness Series and upcoming 2011 RBS 6 Nations.

As part of the ATL campaign, a new TV commercial entitled This is Rugby Country will air on Friday, 19 November.

Directed by award-winning photographer, Alex Telfer, who is well known for his powerful, realistic and honest imagery, the TV commercial was shot in glorious Autumnal sunshine at various locations around Dublin and Wicklow.

One striking feature of the advert is that it features real rugby fans as opposed to actors.

Filming took place in many settings with fans from all walks of life. Scientists from the laboratory based in Dublin's Northside, fishermen on the West Pier at Howth, firemen at Ringsend, office cleaners at East Point Business Park and farmers in Co Wicklow all appear in the ad. Local Dublin rugby players also make a cameo appearance at the end and appear in the player's tunnel at Aviva Stadium.

Each fan plays a significant role in bringing This is Rugby Country to life, with everyone representing the anticipation, the build up and the drama of the game.

This is Rugby Country draws on the bond of pride that unites rugby fans across the country, no matter where they are from and portrays the pride and character of both the fans and the players. The initial outdoor execution, which was shot in Slattery's Bar in Dublin, now also appears in the TV ad with Slattery's own bar manager, Alex Cordero. A similar shoot for a Munster specific outdoor ad, took place in Nancy Blakes' pub in Limerick, a pub known for it's strong Munster ties.

Speaking about the campaign, Guinness Senior Brand Manager, Stuart Kinch said, "With This is Rugby Country, we want to show that rugby is part of who we are, it is embedded in our communities across the country, which is why we feel there is a real value in featuring genuine fans in these ads, not actors. This is one of the key ingredients of the campaign. The main stage for international rugby might be in Dublin, but it's roots are spread across the country."

This is Rugby Country will launch this week with a 60 second TV advert which is supported by heavyweight outdoor and an innovative digital participation campaign. This will follow with a 40 second TV edit for the 2011 RBS 6 Nations, whilst Leinster and Munster specific edits will air around key provincial games. Cinema will air in support of the 2011 RBS 6 Nations. The overall campaign will also include on and off trade engagement, PR, and a series of supporters events across the country, which will be hosted in partnership with Today FM, TV3 and RTE.

For further information about Guinness Rugby and to get the latest news from the Guinness Rugby players log on to www.guinness.com/rugby OR http://www.Facebook.com/GuinnessRugbyIreland

Category:

Sports

Tags:

• Guinness
• This is Rugby Country
• 60
• FINAL
• RBS 6 Nations
• Irish Rugby
• Alex Telfer
• Dublin
• Ireland
• Aviva Stadium
• Slattery's Bar
• Alex Cordero
• Nancy Blakes
• limerick
• tv ad
• Stuart Kinch

[andrebrandaosilva]

This song is "Grow Till Tall", by Jónsi, "Go" Album.

Jónsi is also the Sigur Rós vocal.

[jack3868]

Awesome commercial!!

[al1derful]

First person is Terry Kelly Howth ya mad sod

[rorschach1488]

Great video. 

[acuparia]

Does anyone know what the music is? It sounds like Sigur Ros..

[seanscoil]

Hi Darragh,

What is the piece of backround music called?

[taylorw]

Hey, they left out the writers...