Guinness: Sisters by AMV BBDO

Agency: AMV BBDO
Client: Guinness
Date: Mar 2019
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The GUINNESS brand’s latest advert based on the real-life story of two rugby players, and sisters, Harriet & Bridget Millar-Mills, who played for opposing England and Scotland national teams in 2013

Advert airs on 4th March, ahead of England and Scotland going head-to-head for the final matches of both Women’s Six Nations and GUINNESS Six Nations on 16th March

Advert celebrates GUINNESS as the first Official and Proud Sponsor of the Women’s Six Nations

4th March 2019 - A new GUINNESS advertising campaign, following a story of rivalry and sisterhood between two rugby playing sisters on opposing national teams, will go live for the first time in GB on Monday 4th March. The new ad release titled ‘Sisters’ marks GUINNESS stepping in as the first Official and Proud Partner of the Women’s Six Nations in 2019.

‘Sisters’ tells the real-life story of two rugby players and sisters, Harriet and Bridget Millar-Mills who, having learnt to play rugby together in their childhood years, succeeded in playing for opposing England and Scotland national teams, going head-to-head in the 2013 Women’s Six Nations championship.

The 30” film champions women’s rugby and the rivalry of sisters Harriet and Bridget, who star in the ad themselves, captured playing against each other in their adult years for the 2013 Women’s Six Nations – rivals on the pitch, sisters off the pitch.

‘Sisters’ is the latest GUINNESS advert from the ‘Made of More’ series and is the latest rugby ad from the brand, following the launch of ‘The Purse’ earlier in the Championship. Previous GUINNESS rugby ads from ‘Shane Williams’ (2014) to ‘Gareth Thomas’ (2015) have focused on players of character from the men’s national teams, while ‘Sisters’ is the first advert from the brand championing players from the women’s game.

Niall McKee, Head of GUINNESS Europe said: “We are proud to launch the new ad ‘Sisters’ which celebrates the rivalry of two sisters in a unique situation, playing for opposing national teams.. Harriet and Bridget have both had exceptional careers in rugby and no doubt the greatest experience was representing their country against each other in the 2013 Women’s Six Nations. We’re proud to be able to tell their story, especially in our first year as Official Partner of Women’s Six Nations”

Harriet and Bridget said: “When we started playing the sport, we never expected to be lining up for opposing national teams. Although we’re rivals on the pitch and there has always been a competitive edge, we are sisters first and foremost and that friendship between us has always motivated us to be the best we can be at the game.”

The new GUINNESS partnership with the Women’s Six Nation’s championship cements the brand’s position as one of the game’s biggest supporters. As part of the partnership, GUINNESS has delivered on raising the profile of the championship by improving the player and fan experience on game days, alongside running the official Women’s Six Nations Pitchside Pundit at a number of games throughout the Championship.

This year, GUINNESS was also announced as the Title Sponsor of the men’s Six Nations Championship - a six-year deal strengthening the 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 ‘Sisters’ campaign was created by advertising agency Abbott Mead Vickers BBDO together with renowned Director Tubby Brother, and will go live in the UK and Ireland on VOD and Social on 4thMarch.

Credits

Abbott Mead Vickers BBDO

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Tubby Brother

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