Samsung Introduces The School Of Rugby

Samsung Electronics UK, an official partner of the Rugby Football Union (RFU), has unveiled the Samsung School of Rugby, the brand’s new multi-platform initiative.

Created by BBH Sport, the campaign leads with six 60″ spots, themed around key attributes of rugby such as power and speed.

The content focuses on comedian Jack Whitehall being schooled in the sport by England rugby legends including Lawrence Dallaglio, Martin Johnson, Jason Robinson, Jason Leonard and Maggie Alphonsi.

Watch Jack go head to head with Maggie Alphonsi at Sport Industry TV. 

Scripted in partnership with Jack, the spots will be airing from 5th September, with additional content also shot in 360-degree virtual reality.

Commenting on the campaign Jack Whitehall said: “Rugby is a fascinating and sometimes utterly baffling sport and the Samsung School of Rugby offers a light hearted look at the game to really get people excited about rugby. I had to sacrifice my health and well-being as I battled it out against the likes of Lawrence Dallaglio and Jason Robinson but think the end results are worth it. Though I doubt Martin Johnson will want to ever see me again.”

The TVCs will debut on Sky Sports with three spots during the England vs Ireland QBE International match as well as simultaneously at Twickenham Stadium for fans attending the game. This will be followed by an eight week TV campaign.

Highlights of the campaign includes content featuring England Rugby stars and Samsung ambassadors George Ford, Jonathan Joseph and Joe Launchbury explaining some of rugby’s more intricate terminology in 6 second ‘tutorials with a twist’ as well as super slow motion films of key aspects of the players game will be shown across Samsung’s social platforms through September and October.

Samsung has also built an online hub to support the campaign which will feature information on rugby rules, insight and rugby trivia.

Martin Johnson commented: “The Samsung School of Rugby is a campaign I am proud to be involved with as by combining humour and technology it opens up the game to a wider audience. The role technology plays in sport has evolved hugely with fans now having the chance to interact with the game in new ways, helping engage people in the sport more than ever before. I believe this campaign is a perfect example of this new way of interacting.”

Russell Taylor, chief marketing officer, Samsung Electronics UK & Ireland, added: “The Samsung School of Rugby campaign is a key campaign for Samsung as it sees us taking our work with the RFU to the next level. At Samsung we believe technology can bring fans closer to their passions and we think this campaign does just that. A completely integrated piece it allows us to deliver exciting content that will get people talking and thinking about rugby in a different way.”

The new campaign caps the first year of Samsung’s sponsorship of the RFU, signed last October