Lowe creates viral streaker execution for RFU

A viral ad in which a funeral gets rudely interrupted by a streaker is the latest tactic in English rugby's bid to build support for the game in the wake of the national team's World Cup triumph.

Lowe has produced the irreverent ad featuring the flag-waving stripper, which makes its debut on Friday 23 April; St George's Day.

The execution is the latest in the "Save it for Twickenham" campaign developed by Lowe after its appointment as the Rugby Football Union's first agency earlier this year.

The campaign is based on the theme of fans who are so enthused by rugby they can't contain their excitement.

In the commercial, intended to drive ticket sales for the IRB World Series Emirates Airlines Sevens on 5 and 6 June, a vicar is horrified and the graveside mourners cover their eyes as the streaker, draped in an England flag and wearing a woolly wig, runs into view. The film ends with him being led away with an usher's top hat covering his private parts.

It was created by James Springhall and Craig Hanratty and directed by Elliott Goldner at Frank Films.

The RFU has hailed the initiative as breaking new ground for rugby. It is part of the governing body's bid to reach out to a wider audience and fund further investment in the sport by encouraging people who supported the successful England World Cup campaign to join the crowds at Twickenham.

The advertising has already included poster and press work featuring a surgeon wearing giant foam hands instead of latex gloves.

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