Fuller’s ad by Doner Cardwell celebrates Henry V’s battle cry

Doner Cardwell Hawkins has released a stirring ad for Fuller’s London Pride bitter, anticipating this weekend’s rugby international when England will play Australia.

Doner Cardwell Hawkins has released a stirring ad for Fuller’s

London Pride bitter, anticipating this weekend’s rugby international

when England will play Australia.



The commercial uses the voice of the retired England hooker, Brian

Moore, giving a passionate rendition of the call to arms speech from

Shakespeare’s Henry V.



It has become an unofficial tradition for England rugby captains to

recite the speech before big matches, beginning back in the 80s when

Will Carling, then the England captain, showed his team the film of

Henry V.



In the ad, the speech is read by Moore while white text scrolls down a

blood-red screen, with selected words burned into the background in

searing type. The edited verse reads: ’Once more unto the breach, dear

friends, once more. Stiffen the sinews, summon up the blood. On, on you

noblest English! Straining upon the start. The game’s afoot: follow your

spirit; and, upon this charge cry ’God for Harry! England and Saint

George!’.’



The battle sounds turn into the roar of a rugby crowd and the endline

appears: ’Whatever you do, take Pride.’



Graham Christie, the account manager for Fuller’s at Doner Cardwell

Hawkins, said: ’We’re really getting behind the boys in this ad.’



The spot was written by Chris Kirk, art directed by Ivan Davies and

directed by Jason Fisher-Jones through English and Pockett. Media was

planned and bought by Media Solutions.



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