Guinness shorts celebrate character of Rugby Union players

Toulon's love for Jonny Wilkinson, Shane Williams' small stature, Bill McLaren's recovery from tuberculosis to become "the voice" of rugby, and the Munster team's against-all-odds defeat of New Zealand in 1978 are celebrated in a series of ads for Guinness.

Guinness: ad celebrating Munster team's defeat over New Zealand in 1978
Guinness: ad celebrating Munster team's defeat over New Zealand in 1978

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

Read next

John Lewis' Christmas ads 2007 to 2013

OMG don't read this

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content