A new GUINNESS campaign from AMV BBDO, following the emotional story of two Welsh brothers and their journey to watch the Six Nations, will air for the first time in the UK and Ireland tomorrow. The new ad ‘The Purse' marks the beginning of the GUINNESS Six Nations Championship
'The Purse' tells the real-life story of two brothers, David and Gareth Rees and their late-mother, Olive, who left them her inheritance under the condition they used it to follow the Welsh rugby side play the game that she loved.
Directed by Tom Green, the 90-second film - starring David and Gareth Rees themselves - champions Olive’s life-long passion for the game, as she is captured cheering in the stands, supporting her beloved Wales rugby team and making friends along the way.
In a bid to carry out their mother’s wishes, the film follows the brothers as they travel across Europe following the Welsh side for the Six Nations championship. To honour her spirit, the brothers use their late-mother’s favourite Welsh dragon purse as a kitty for matchdays, so she is with them wherever they go. Win, lose or draw, the brothers raise a pint of GUINNESS stout in her honour at the game and continue her legacy by making friends with fellow fans of the game from around the world.
‘The Purse' is the latest instalment of the GUINNESS ‘Made of More’ series and is the latest rugby ad from the brand. From “Shane Williams” (2014) to “Gareth Thomas” (2015), GUINNESS’ brand’s previous rugby adverts have focused on players of character, while “The Purse”, is a story of, and for, the fans.
Niall McKee, GUINNESS marketing director said: “We are honoured to celebrate the legacy of Olive Rees in our new campaign, 'The Purse'. Through her legacy, her sons have adopted her generous spirit to nurture a sense of friendship and community wherever they go. We hope this film encapsulates the spirit of rugby and the Six Nations championship, of which we are so proud to have been announced as title sponsor.”
David and Gareth Rees said: “We’ve loved rugby for as long as we can remember and being able to go to the Six Nations matches thanks to our mam has been amazing. Now being able to tell our story with GUINNESS is a ‘pinch me’ moment.”
The new GUINNESS partnership with rugby’s greatest championship, the GUINNESS Six Nations, cements the brand’s position as one of the game’s biggest supporters. The new sponsorship is a six-year deal and considerably strengthen the GUINNESS brand’s commitment to rugby, adding to an already extensive portfolio that includes GUINNESS PRO14, and partnerships with the four Home Unions and leading European clubs Leinster and Munster.
‘The Purse' campaign was created by advertising agency Abbott Mead Vickers BBDO together with Stink director, Tom Green, and will air in UK and Ireland on 2nd February with supporting social and digital content on YouTube, Facebook and Instagram.