Land Rover "It's what makes rugby, rugby" by Spark44

Land Rover celebrates its partnership with the Rugby World Cup with an energetic campaign.

Focusing on the ferocity of rugby at youth grassroots level, the 60-second spot shows children around the world showing off their skills on the pitch. While a boy storms across the field calling "I move like a ballerina", another held back by a tackle boasts: "I hardly move at all." 

The spot will be released during England’s first game of the tournament, alongside a series of idents that are set to appear in breaks throughout each match of the Rugby World Cup.

Launched across print, social and digital as well as TV, the work was created by Mike Boles and Jerry Hollens, and directed by Ben Liam Jones through Riff Raff. The media agency is Dentsu Aegis Network.


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