So I blinked and it’s Friday again. This week has been nuts. Totally nuts. In the span of 24 hours I rode in a car, a bus, a truck and 2 trains and then an SUV. Yes ladies and gentleman, I am a business women on a mission! Lol god I crack myself up sometimes! My old rugby team needed a last minute chaperone on Sunday so I went up and took 2 trains to get home. That is how epic that story is. Anyway. I am grateful that time is passing quickly. With Skipper gone and everything I like the idea of time flying and him being home. You can read more about that here on Sunday. Just click the little blue here. After you’re done reading this though, right? 😀
Work has been good. I took Monday off to watch the games and in the real world you get to make up the time you take off so guess what my plans are for Saturday? Yep! You guessed it. My butt will be at my desk. I still am doing a lot of writing. I think I linked to the Facebook and Twitter pages in my last post but I will do that again just in case I didn’t! Things are weird around here. Getting ready for the show and all. Everyone one but me is running around like crazed fools and I’m just sitting at my desk typing up cool stuff. La de da! I do like my job. And I am finally getting more and more responsibility so that’s cool too. It is still weird though. Working an actual job. I mean it still pays minimum wage but aspects of the job I will be doing for the rest of my life. Crazy to think really. I got to write another article this week. Sadly by the time this goes up I won’t have the link so as soon as I get that I will throw it up here!
However, I do have a link to an article I wrote last week which was about a local RV rally. This one was a great start but I am far more excited about the other one. I won’t ruin the surprise though so stay posted and it will be up shortly! Working in a place where everyone is a solid 20-40 years older than you makes it hard to suggest things. Change can be scary apparently. This leads to large amounts of frustration on my end and keeping up with the Hammy theme makes me feel like this.
It is still my first job and I know I am a low lying summer student on the great food chain of the business world but it still can leave you a little discouraged.
In Honor of my favourite Irish friends here is Guinness doing what they do best; blowing people’s minds with beautifully illustrated print ads.
So may the luck of the Irish be with you today! Remember to raise a pint for the inventors of one hell of a beautiful rugby tradition.
The ad begins with a black and white shot of a crowd walking down a wide street with the words “Limerick City” across the screen. Then we hear the voice of a narrator. He begins by saying “one team dominates the game of rugby” and then proceeds throughout the ad to introduce the intimidating New Zealand All Blacks as the camera shows black and white footage of the October 31 1978 game played by the unbeatable All Blacks and the Ireland Munster’s. The footage jumps around between crowd shots and field shots as it chronologically depicts the events that unfolded that fateful day. Beginning with the arrival of the players, the traditional Haka, and then following game footage and then finally the Irish fans racing onto the field as their team is victorious in the 12-0 win over the feared and all mighty All Blacks. The ad ends with “31 October 1978. The day 15 brave Munster men beat the unbeatable.” Then a final cut to the Guinness logo and that they are a proud partner of Home Nation’s rugby.
Guinness and Rugby go together like peanut butter and jelly. That is just the way it is. It is no surprise that Guinness launched a European campaign that advertises their sponsorship of the Home Nation’s. The challenge for Guinness is to bring a sense of humility to rugby that people who haven’t played or who don’t understand the game will not see while still showing their support for the game.
Whoever came up with this campaign should be given an honorary triple crown. Its genius. Get the rugby fans more excited about the upcoming season and then throw your branding out there. Remind people about the human side of the game. About the time the Irish stood tall and proud against a team that’s reputation scared competitors right off the field and remind them about the time the whole country stood behind 15 men and said collectively “not in our house”.
Execution of the Idea
By taking the viewer through the story and history behind that historic game and giving them an underdog to cheer for there is an emotional bond created there. Having the branding at the end reminding people that yes we do sponsor the national pride and joy will make them think twice about what drink to order at the local pub the next time they are out watching a game.
What Works? Why?
The emotion. It gives you an underdog to cheer for. I had chills watching this. I may be biased slightly because rugby is my addiction. But the line “and every Irishman grew 12 feet taller” is irresistible. By the end of the ad all you want to do is watch a rugby match and that is perfect timing for Guinness to throw their branding out there and be like “hey while you are watching that match remember who supports your favourite team”. Its solid gold.
What doesn’t work? Why?
Honestly, everything works here. The target is sports fans and we are all rather simply minded. The ad is great. Maybe a little more branding but even that doesn’t really need to be changed as it would take away from the magnitude of the tale.
The Grade: A+
This ad does what it needs too; get people super pumped about the upcoming season and remind them of the long standing history of the beautiful game and their hero’s. Then once they are super jacked remind them who helps to make this league possible and if they are a beer league player; who makes the post-game stiffness bearable. Trust me there is not a thing better than a nice cold Guinness after a tough match.