Guinness Launch New ‘Made Of More’ Rugby Campaign

The new ad, ‘Munster: Self Belief’, focuses on telling the story of how a group of ordinary men came together and defied circumstance to achieve something extraordinary.

To understand the mindset needed to achieve this historic feat, Guinness enlisted the help of Kiwi-born Ireland head coach Joe Schmidt alongside one of the world’s leading sports psychologists, Dr. Mike Gervais.
 
US-based Gervais has helped unlock the potential of some of the globe’s top sporting organisations and athletes including the US Olympic team, Seattle Seahawks and Austrian daredevil space jumper Felix Baumgartner.
 
Ahead of the official ad launch, Gervais flew into Dublin to meet with Schmidt and other members of the Irish coaching staff including Ireland squad psychologist, Enda McNulty, to share his experiences of the importance of motivation and team mentality.
 
Gervais said: “The Munster story is both an intriguing and inspiring tale of how a group of individuals with the right mental attitude and character can overcome the odds. I was delighted to meet with Joe Schmidt and his team to discuss this wonderful tale with one eye on Ireland’s upcoming GUINNESS Series matches.”
 
Schmidt, who led Ireland to the RBS 6 Nations Championship title in his first season as head coach this year, commented: “The new Guinness ad certainly captures the imagination of what a group of players can do with the right mental preparation and physical application. It’s been great to have the opportunity to meet with Mike and discuss the many ways that good mental preparation can enhance physical performance.”
 
Following on from the recent ‘Sapeurs’ and ‘Basketball’ ads, the new campaign will continue the series of iconic Guinness ‘Made Of More’ adverts which showcase people from around the world, who choose to act with extraordinary integrity and character. Guinness has a long-standing association with Irish rugby, which includes partnerships with Munster and Leinster, as well as the IRFU and GUINNESS PRO12.
 
Stephen O’Kelly, Guinness Marketing Director for Western Europe, said: “We have a long and proud association with rugby. Munster’s story of their win over New Zealand demonstrates the inspirational character and integrity that is central to the sport.”
 
The adverts were created by advertising agency Abbott Mead Vickers BBDO, together with director Dan Maslen, and will air for the first time on Irish TV on Wednesday, November 5.

The video will first go live online, at www.youtube.com/GUINNESSEurope, from Tuesday, November 4.
 
Drink responsibly. Visit drinkaware.co.uk for the facts. The GUINNESS word and associated logos are trademarks © GUINNESS & Co. 2014.