HEINEKEN Ireland has just launched its inspiring new through the line campaign ‘This Is Rugby’, further cementing its relationship with rugby in Ireland and beyond. The campaign is spearheaded by a TV commercial, which will air for the first time from today, and was by HEINEKEN Ireland made specifically for the Irish market and featuring French rugby legend Serge Betsen. Shot on location in Dublin, the new commercial celebrates the unique values which make the game of rugby so special: respect, passion and solidarity. The commercial showcases rival rugby fans, staying true to these values and demonstrating mutual respect.
The commercial is part of HEINEKEN Ireland’s ‘This is Rugby’ campaign and will feature on TV and digital channels. The film sees Betsen deliver a message of respect instantly relatable to all rugby fans, highlighting the moment in a game of rugby when a player steps up to take penalty and witnesses the deafening silence of respect from both sets of fans.
Speaking at the launch, Heineken® Senior Sponsorship Brand Manager, Jim Geraghty, said: “Heineken® has a proud and rich history with rugby in this country, and we are delighted to launch our new campaign ‘This Is Rugby’ to Irish rugby fans.We understand and share the unique values of the sport, and wanted to celebrate these values in our new campaign.”
He continued; “From concept development right through to shooting the advert on location in Dublin, this is a completely Irish-made TV commercial and we are delighted to share it with rugby fans all around Ireland.”
The campaign was developed with Dublin agency Rothco and was based on a truth about the sport - regardless of the team you supported, we are all united under the game. So in fact, with rugby, what divides us unites us.