Guinness has launched a £6m ad campaign to be screened around the 2007 Rugby World Cup. The teaser ad, created by Guinness’s ad agency AMV BBDO, opens showing a long dark corridor that looks like the tunnel players walk down to enter a playing field. The voiceover: “Your body no longer belongs to you. It belongs to your team mates. To the game and to the cause.” The ten-second ad finishes with the date, 07-09-07, the date of the first game.
Although Guinness is in the third year of its sponsorship of the English rugby premiership, the brand is not an official sponsor of the tournament or the Rugby Football Union.
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“Around 45% of our target consumers are now aware of the strong link between Guinness and rugby,” said Steve Hamilton, Guinness senior brand manager at parent company Diageo. “With the World Cup and Guinness Premiership kicking off in September the sport’s popularity will be at one of its highest levels.”
The ad campaign includes Guinness-branded point-of-sale material for retailers, TV, press and digital advertising. Promotions will include limited-edition T-shirts.
The Guinness Seconds from Greatness campaign was developed at AMV BBDO London, by executive creative director Paul Brazier, art director Mike Bond, and copywriter Mike Bond.