O2 "know your strength" by VCCP

Take That and England rugby union stars appear in O2's new ad to promote the squad's send-off show ahead of the Rugby World Cup.

The spot, by VCCP, shows the players being carried on the shoulders of members of the public – and later by members of Take That – as they make their way to The O2 arena for the concert, which takes place on 9 September. Take That will perform at the event and be joined on stage by the England team. The work was created by Chris Birch and Jonny Parker, and directed by Ed Kaye and Alex Mavor through Riff Raff.

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