Guinness Rugby's raw narratives

In honor of the beginning of the Rugby World Cup, which began with one of the greatest upsets in Rugby World Cup history by Japan beating the two-time champions South Africa on Saturday, I want to share with you some pieces of creative which beautifully capture the sport.

A series of short films done by AMV BBDO in London debuted the Rugby World Cup by showing the gripping stories of rugby legends Gareth Thomas and Ashwin Willemse. These ads appeared at the beginning of this month, as part of Guinness' historical sponsorship with the sport.

Guinness, one of my most beloved brands, showcases these narratives as a part of its "made of more" campaign.

Timely, emotional (without trying to be) and beautifully crafted, these stories hold a universal message. The combination of interview shots with live-action game shots, gives the narratives complete dimensionality and a dramatic rawness.

Gareth Thomas, the former Wales captain came out as gay in 2009. He tells his story in the first ad:

Ashwin Willemse tells an equally compelling story of how he escaped the gang life in South Africa to play rugby:

Both rugby legends are made of more.

What does it mean to be made of more?

It means transforming into who you are meant to be, despite adversity. By becoming a part of a team and allowing positive influences in your life, you can be more than you were. Guinness inspires us through Thomas and Willemse.


Cheers!
Laura