Guinness Launches £6m Rwc Ad Campaign

Guinness is running a £6m advertising campaign to be broadcast around the
upcoming Rugby World Cup 2007 with the first creative breaking this weekend.

The campaign from the Diageo-owned brand, called “Seconds from Greatness”,
starts with a teaser 10-second ad this weekend, promoting the start of the Rugby
World Cup on 7th September 7, with the main TV adverts launching in the days
before the opening matches.

Guinness has a historic association with rugby including title sponsorship of
the domestic English Premiership but is not an official sponsor of the Rugby
World Cup tournament or the England team.

The teaser ad, created by Guinness’s ad agency AMV BBDO, opens showing the
tunnel players use to run on to the pitch.
A voiceover states: ‘Your body no
longer belongs to you. It belongs to your team mates. To the game and to the
cause.’

The ad campaign includes Guinness-branded point-of-sale material for
retailers, TV, press and digital advertising. Promotions will include offering
limited-edition T-shirts.