England stars front VCCP rugby viral for O2

LONDON - VCCP has created a sport called SIM Rugby and filmed England players trying it out in a viral for O2.

The ad features Mike Tindall and the England captain, Steve Borthwick, being yelled at by a coach who loves SIM Rugby so much he says he would "eat it, throw it up and eat it again".

The game is similar to normal rugby, but with the ball replaced by a SIM card.

The small size of the card means players often spend an extended period of time looking for it on the field if a pass is dropped.

The film promotes O2’s Pay & Go SIM tariff, where users get cards to pass on to friends.