ITV in the UK has launched an advertising campaign to support its exclusive coverage of the Rugby World Cup, using the strapline “Strength in numbers” to push the idea of rugby as the ultimate team sport. Produced by ITV Creative, the on-air film uses hi-tech cameras that shoot at up to 1,000 frames per second to show the teamwork involved as a player runs down a field to score a try.
“I didn’t get here by myself. I needed help from everyone. From unseen mates who put their bodies on the line depending on each other, shouldering a million hopes and dreams. There’s strength in numbers. The world’s greatest team game – the Rugby World Cup.”
Click on the image below to play the video in YouTube
The campaign also includes billboards showing four different rugby moves – a try, a pass, a line out, and a scrum – each using a string of images of the different players involved to emphasise the teamwork required.
The British campaign was developed by M&C Saatchi, London.