Amanda James
Editor at Final Cut
London, 英国
标题It's What Makes Rugby, Rugby
广告公司
广告战役 It's What Makes Rugby, Rugby
广告主 Jaguar Land Rover
品牌 Land Rover
Posted9月 2019
行业领域 汽车
剧情简介 To celebrate Land Rover’s worldwide partnership of the Rugby World Cup 2019 in Japan, Spark44 has created a global campaign to demonstrate that no brand understands the spirit of rugby like Land Rover. The campaign celebrates rugby at youth grass roots level and is set in countries that are competing in the tournament. It shows how rugby has a place for everyone, whatever shape, size, ability, colour or gender. The values rugby instils in these young players, are values they take with them in life. In the 60” TVC, we cut between different team talks around the world as coaches prepare the young players for the game. This is filmed and edited to feel like one big, global rugby game, creating a feeling of inclusivity and unity. The ball is then passed from one player to the next around the world. Each player who catches, tackles, or runs with the ball, says to camera what rugby trait or value they possess. For instance, one says ‘I’m loud,’ and another, ‘I’m shy.’ A boy in the midst of a maul says, ‘I’m unflappable,’ while a girl entering a ruck says, ‘I’m unstoppable. A young player in another game says, ‘I move like a rocket’, while in Africa, a small adept boy says, ‘I move like a ballerina’. In Fiji, a boy held back by a tackle says, ‘I hardly move at all.’ The film builds in intensity and crescendos, with some players celebrating and others losing with dignity. Finally, we see a dedicated player still practising conversions after dark, his father waiting, lighting up the posts with his Discovery. He says to camera, ‘I never want to stop.’ The campaign endline appears: ‘It’s what makes rugby, rugby’ before cutting to the Rugby World Cup and Land Rover logos. The 60’ film launches in England’s first game of the Rugby World Cup 2019. A series of idents will also appear in breaks throughout each match of the tournament. The campaign also extends to print, social and digital. Director Ben Liam Jones at RiffRaff comments: 'I like to think kids could watch this and not feel intimated by the game, but instead see the fun and inclusive quality that rugby offers. I was really interested in that challenge of making a sports based commercial that feels grounded'
媒体类别 平面
音效设计公司
剪辑公司
广告经理
制作公司
Global Chief Creative Officer
创意总监
创意总监
Global Business Director
Global Account Director
Global Account Director
制作公司制片
Assistant Producer
客户企划
制作公司制片
执行制片
摄影指导
后期制作
Colorist
着色
Sound Designer
剪辑师
音乐
音乐
音乐

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