Title: The Purse
Media: TV, Online & Cinema
Country: UK & Ireland
Date Of Campaign: February 2019
Background: Guinness wanted to increase sales during the Six Nations rugby tournament. And confirm their status as the number one beer of choice for rugby fans.
Idea: The Six Nations is rugby’s longest running competition. Guinness became headline sponsors in 2019. To demonstrate that they were the obvious choice for rugby fans, they decided to demonstrate that they understood rugby fans. So while most rugby-themed ads celebrate the players, this one celebrates the supporters. It tells the true-life story of a mother who left her two sons all her money in her will. On the condition that they spent it all on rugby. The real brothers, Gareth and David Rees, play themselves in the ad.
Results: “Perfectly encapsulates the spirit of the game” - joe.co.uk“Ruddy fantastic” - rugbyonslaught.com“Absolutely brilliant” – rugbylad.ie