The four ‘Made of More’ spots break on 5 November ahead of the autumn Internationals and are designed to tap into fan fever for each of the home nations – England, Scotland, Wales and Ireland.
The spots avoid focusing on physical attributes such as strength and prowess, and instead focus on inner qualities including humility and self-belief.
Munster: David and Goliath
Bill McLaren: Irrepressible Spirit
Jonny Wilkinson: Merci
Shane Williams: Mind Over Matter
Client: Stephen O’Kelly, Guinness marketing director, Western Europe
Agency: Abbott Mead Vickers BBDO
Creatives: Nicholas Hulley, Nadja Lossgott