Abbott Mead Vickers BBDO Celebrates ‘Irrepressible Spirit’ of Rugby for Guinness

By Erik Oster 

Abbott Mead Vickers BBDO has launched a new campaign for Guinness celebrating the “Irrepressible Spirit” of some lesser-known rugby greats for Guinness, just in time for the sport’s end of year Autumn Internationals.

The campaign is composed of four spots celebrating Jonny Wilkinson, Shane Williams, Bill McLaren and the Munster rugby team of 1978, which debuted yesterday in the UK and Ireland. Each ad focuses on “the inspirational character and integrity that is central to the sport,” Stephen O’Kelly, marketing director, Guinness (Western Europe) at Diageo, said in a statement.


In the spot above, for example, Abbott Mead Vickers BBDO tells the inspiring story of Bill McLaren who was diagnosed with tuberculosis and told he would never play rugby again. Rather than accepting defeat, McLaren found his way back into the game as an announcer and became the “voice of rugby.” It’s an emotional approach that should appeal to diehard rugby fans and casual viewers alike, which should be a winning combination for Guinness.


Agency: Abbott Mead Vickers BBDO

Client: Guinness
Creative Director: Dave Buchanan
Copywriter: Nicholas Hulley
Art Director: Nadja Lossgott
Agency Planner: Rory Gallery
Agency Planner: Steve Hopkins
Agency Producer: Nick Godden
Agency Producer: Holly Pienaar
Media Agency: Carat
Media Planner: Francesca Hills
Production Company: Rogue
Production Company: John Doris
Director: Dan Maslen
Director: John X. Carey
Production Company Producer: James Howland
Production Company Producer: Dom Gomez
Production Company Producer: John Doris
Post-Production Company: The Mill
Audio Post Production: Wave
Digital Design Company: The Lab, AMV BBDO