BBC Sport "Who blinks first?" by BBC Creative

The BBC depicts the mental fortitude of players in a campaign promoting its coverage of the 2020 Six Nations rugby championship.

The ads star several key players, including all six team captains, as a gravelly voiceover intones: "When the stakes are this high, it comes down to who blinks first." They were created by Jules Middleton and Joanne Evans, and directed by Alex Telfer through BBC Creative.