BMW launches 6 Nations sponsorship ad

BMW, the German car manufacturer, has released an online film on the first day of the RBS Six Nations championship to mark its sponsorship of the England rugby team.

FCB Inferno created the ad, which is shot in the first person and shows someone driving to Twickenham. The sounds of a packed stadium can be heard in the background and grow louder until you can hear a crowd singing a rousing version of Swing Low, Sweet Chariot.

The ad ends with the line "some roads aren't meant to be travelled alone".

The spot will appear on YouTube mastheads and will be shown on outdoor screens at Twickenham from today, when the England team face Wales in the first game of the Six Nations. BMW has sponsored the RFU since 2012.

Owen Lee, FCB Inferno’s executive creative director, said: "BMW has sponsored England Rugby from grassroots right up to the elite England squad. This film is about commitment on the long road to Twickenham. It captures the journey of fans and players alike. The early mornings and relentless drive towards the World Cup, culminating at Twickenham, the home of English Rugby."

The work was written by Nick O’Bryan-Tear, art directed by Neil Durber, and directed by CD Morrish through Stink.