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
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
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.