As part of the ATL campaign, a new TV commercial entitled This is Rugby Country is being aired.
Directed by award-winning photographer Alex Telfer, the TV commercial was shot in glorious Autumnal sunshine at various locations around Dublin and Wicklow.
It features real rugby fans, as opposed to actors, filmed in many settings featuring 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 County Wicklow farmers. Local Dublin rugby players also make a cameo appearance at the end, appearing in the players’ tunnel at the Aviva Stadium.
Each fan plays a significant role in bringing the ad to life as an analogy to pouring a pint of Guinness, 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,” states Guinness Senior Brand Manager Stuart Kinch.
The initial outdoor execution, shot in Slattery’s Bar in Dublin, also appears in the TV ad using Slattery’s 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.
"With This is Rugby Country, we want to show that rugby is part of who we are” said Stuart Kinch of the campaign, “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 was launched in mid-November with a 60-second TV ad supported by heavyweight outdoor and a digital participation campaign. It was followed with a 40-second TV edit for the 2011 RBS 6 Nations whilst Leinster- and Munster-specific edits are being aired around key provincial games. Cinema is also being used to support the RBS 6 Nations and the overall campaign includes on- and off-trade engagement, PR and a series of supporters’ events across the country, hosted in partnership with Today FM, TV3 and RTE.