Guinness kicks off home nations rugby campaign

Guinness is airing four short films about inspirational figures in home nations rugby ahead of the autumn internationals.

Abbott Mead Vickers BBDO created the spots, which fit within Guinness’ "made of more" position. They will first air on TV on 5 November.

Each of the spots celebrates a different home nation – England, Ireland, Scotland and Wales – by telling stories about inspiring figures or heroic team performances.

For instance, the England ad talks about Jonny Wilkinson and his humility, while the Scotland spot focuses on Bill McLaren, who had to give up the game when he got tuberculosis but became a celebrated commentator.

Guinness sponsors all the home nations’ rugby unions.

Stephen O’Kelly, Guinness’ marketing director for Western Europe, said: "We have a long and proud association with rugby.

"These stories demonstrate the inspirational character and integrity that is central to the sport and the values of the Guinness brand."

The work was written by Nicholas Hulley, art directed by Nadja Lossgott, and directed by Dan Maslen and John X Carey through Rogue and John Doris.