Guiness celebrates integrity and character in rugby in a new ‘Made of More’ ‘MADE OF MORE’ rugby campaign

Ahead of the upcoming Autumn Internationals, GUINNESS is releasing four pieces of content to rally the fans of each of the Home Nations.

Jonny Wilkinson, Shane Williams, Bill McLaren and the Munster team of 1978 will be celebrated in the ad campaign, which will air for the first time on TV in the UK and Ireland on 5th November 2014, and launch online on Tuesday 4th.Instead of focusing on physical attributes normally associated with rugby, the four films look to inner qualities like humility, dedication, self-belief, and irrepressible spirit:

Jonny Wilkinson: Merci, focuses on the great fly half’s humility, dedication and drive to bounce back from a raft of injuries, leading to him being as well-loved at his French club, Toulon, as he is in England.

Shane Williams: Mind Over Matter, celebrates the Welsh winger’s determination to prove people wrong after he was told he was too small to make it in rugby.

Bill McLaren: Irrepressible Spirit, looks at how the legendary commentator overcame tuberculosis, which cut short his playing career, and found a way back to the game he loved to become the Voice of Rugby.


Munster: David and Goliath, retells the historic victory of Irish team, Munster, over New Zealand in 1978, during which a group of ordinary men upset the odds to beat the All Blacks.

The adverts were created by advertising agency Abbott Mead Vickers BBDO, in collaboration with two directors; Dan Maslen (Merci, Irrepressible Spirit and Self Belief) a former professional rugby player whose credits include working on the Bourne films, and John X. Carey (Size, Strength, Power).

The videos will air for the first time on British TV on 5th November, and will first go live online, at, from 4th November.

@Guinness #GUINNESSRugby

What do you think of the Guiness ‘Made of More rugby campaign? Which video is your favourite? Let us know in the comments section below or on our Twitter and Facebook pages.

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