Guinness is marking its sponsorship of the Six Nations with a 60-second "love letter" to the rugby tournament, stressing how the event brings fans together (not least while quaffing pints of the black stuff).
Narrated by Fleabag's "sexy priest" Andrew Scott, the spot declares: "Where ruby reds replace January blues. Where this union of rugby never falters, nor fails to entertain. Where character and camaraderie bind six nations as one. Where differences are set aside, nullified and pints of Guinness flow… Come as rivals, leave as friends."
This comes alongside a number of brand activations called "Guinness Gameday Live", showing broadcasts of women’s and men’s games from across the UK at Guinness-sponsored venues. Other activity includes an augmented-reality photo booth in London’s Flat Iron Square, and a series of menus created in parnership with Guinness Storehouse head chef Sean Hunter, which will be shared across social media.
The work was created by Gareth Leeding, Kenneth Moore and Rob James, and directed by Rob Rafalat. Media planning and buying is handled by Carat.