Guinness campaign kicks off rugby season

26 January, 2010

Guinness' latest ad campaign will feature rugby union stars Lewis Moody, Lee Byrne and Paul Sackey.

This marks the first time the brand has used international players and has been designed to “embody” the new Guinness strapline Bring it to Life by depicting key moments that bring rugby union to life for supporters.

The new advert will break ahead of the RBS 6 Nations, which sees old rivals England and Wales go head-to-head at Twickenham on the opening weekend of the tournament on February 6.

Sponsorship manager at Diageo Lee Bailey said: “We really wanted to highlight the moments in rugby that bring the crowd to life and using international stars ahead of the 2010 international season fit perfectly. The link with Guinness and rugby is long established and the images created put Guinness at the heart of the dramatic action in the game, illustrating how both Guinness is brought to life and how big moments in a game can bring a crowd to life.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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