Samsung School of Rugby

Samsung UK, one of the official sponsors of the Rugby World Cup 2015, is running “Samsung School of Rugby”, a humorous advertising campaign featuring British comedian Jack Whitehall interacting with English rugby legends Martin Johnson and Lawrence Dallaglio. The campaign leads with six films in which Whitehall, Johnson and Dallaglio talk through issues of power, style, speed, timing and accuracy. They’re joined by Jason Leonard, Maggie Alphonsi and Jason Robinson to work out the difference between a ruck and a maul, the logistics of tackling and line outs, and the importance of fitness.

Samsung School of Rugby

England Legends Martin Johnson and Lawrence Dallaglio teach Jack Whitehall a lesson in power. Jack starts confidently but how will he fare in a maul with Jason Leonard?

Jack Whitehall questions England Legend Martin Johnson on the importance of style in rugby. Lawrence Dallaglio quickly puts Jack to the test on the pitch. Can he swan dive like Jason Robinson?

Jack, a self-styled speed merchant, joins England Legends Martin Johnson, Lawrence Dallaglio and Jason Robinson where he quickly learns he is all talk and not much faster than a walk.

Jack Whitehall tries his hand at tackling under the guidance of England Legend’s Lawrence Dallaglio and Martin Johnson. However when Lawrence suggests Maggie Alphonsi as tackling partner things go downhill for Jack.

England Legends Martin Johnson and Lawrence Dallaglio teach Jack Whitehall the importance of accuracy in a lineout situation. Can he go up against an England Legend and win the ball?

Additional content has also been shot in 360-degree virtual reality to provide a completely immersive rugby experience with fans able to experience a lesson up close with Jack.

Commenting on the campaign Jack Whitehall said; “Rugby is a fascinating and sometimes utterly baffling sport and the Samsung School of Rugby offers a light hearted look at the game to really get people excited about rugby. I had to sacrifice my health and well-being as I battled it out against the likes of Lawrence Dallaglio and Jason Robinson but think the end results are worth it. Though I doubt Martin Johnson will want to ever see me again.”

Samsung has also built an online hub at to support the campaign which will feature information on rugby rules, unique insight into the world of rugby from Samsung’s rugby legends and rugby trivia. Going live on 8th September, the hub will be the destination for all School of Rugby content as well as providing the latest news on Samsung’s ambassadors George Ford, Jonathan Joseph and Joe Launchbury.

Samsung School of Rugby site

The campaign will be rolled out through a multi-discipline programme which includes TV, Print, In-store, Digital and Social. The TVCs will debut on Sky Sports with three spots during the England vs Ireland QBE International match as well as simultaneously at Twickenham Stadium for fans attending the game. This will be followed by an eight week TV campaign. Highlights of the campaign includes content featuring England Rugby stars and Samsung ambassadors George Ford, Jonathan Joseph and Joe Launchbury explaining some of rugby’s more intricate terminology in 6 second ‘tutorials with a twist’ as well as super slow motion films of key aspects of the players game will be shown across Samsung’s social platforms through September and October.

Russell Taylor, Chief Marketing Officer, Samsung Electronics UK & Ireland, said: “The Samsung School of Rugby campaign is a key campaign for Samsung as it sees us taking our work with the RFU to the next level. At Samsung we believe technology can bring fans closer to their passions and we think this campaign does just that. A completely integrated piece it allows us to deliver exciting content that will get people talking and thinking about rugby in a different way.”

Samsung School of Rugby Credits

The Samsung School of Rugby campaign was developed at BBH Sport by creative directors Ewan Paterson, creatives Jack Smedley and George Hackforth-Jones, agency producer Victoria Keenan, assistant producer Billy Dupee, strategy director Darius Karbassioun, business director Keir Mather, account manager Patrick Farrell and account director Jimi Saunders.

Filming was shot by director Gabe Turner via Rattling Stick with director of photography Federico Alfonzo and producer Stuart Bentham.

Editor was Saam Hodivala at Work Post with assistant editor Louise Robinson.

Visual effects, design and telecine were produced at The Mill by producer Carl Phillips, production assistant George Reid, 2D lead artist James Pratt, 2D artists James Mortner, Mark Purser, Matt (Wispy) Clarke, and colourist Mick Vincent.

Sound and music were produced at Factory.