Behind the scenes: Rugby Football League's latest ad

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Campaign takes a look behind the scenes at an online ad for the Rugby Football League (RFL), which is undertaking a major advertising push as it seeks to enhance the game's appeal.

The ad, created by VCCP, is to be launched on 16 September, chiming with the start of the Super League rugby season. The move marks the first time the RFL has worked with a major London agency.

Matthew Lowery, the RFL's director of marketing, has been central to bringing the ad together and has worked closely with VCCP and sports agency FastTrack on the ad.

The ad shows a number of rugby league stars. Here Campaign interviews one of those players, as well as Matthew Lowery.

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