The campaign has been designed to “embody” the new Guinness end line “Bring it to Life” by depicting the key moments that bring rugby union to life for supporters through the player’s game-changing moves. The strapline was introduced in November last year.
The player’s energy and dynamism then surges to life in a pint glass, to be enjoyed whilst watching the on-pitch action. The new advert will break ahead of the RBS 6 Nations, which sees old rivals England and Wales go head-to-head at Twickenham on the opening weekend of the tournament on 6 February 2010.
Lee Bailey, sponsorship manager at Diageo, says: “We really wanted to highlight the moments in rugby that bring the crowd to life and using international stars ahead of the 2010 international season fit perfectly. The link with Guinness and rugby is long established and the images created put Guinness at the heart of the dramatic action in the game, illustrating how both Guinness is brought to life and how big moments in a game can bring a crowd to life.”
Guinness recenlty partnered with Google Earth to create a virtual game.