The Drum Awards Festival - Extended Deadline

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By Andy Black, Editorial Account Executive

June 22, 2017 | 3 min read

An F-16 fighter-jet roll is equivalent to nine G’s of force. Nasa pilots pass out at 10G if they're not wearing modified G-force suits. However, this all pales in comparison to professional rugby players and what they put their bodies through on a weekly basis.

A study carried out by the New York Times saw the average player clock up over 20Gs with some collisions going above 40Gs. Only a select few have the strength and courage to endure such forces – and keep coming back for more.

In unearthing this key insight into the sacrifices made by rugby players to prepare their bodies for impact incurred from their sport, Maximuscle are launching ‘Dedication Deserves Results’, featuring brand ambassador, England rugby player and current British Lion, Anthony Watson, to coincide with the Lions Tour of New Zealand this summer.

Collisions on the rugby field are unparalleled and quite the topic of discussion of late. For this reason, the film showcases the extreme physical effort through forces of nature, while utilising handheld cinematography techniques to create a pace more commonly associated with action films. Fitted with a body mounted rig, the film sees Anthony completing a set of pull-ups showcasing real strain throughout and creating a frenetic pace and ultimately building on the suspense in the lead up to the first Lions Test game this coming weekend with Watson set to start on the wing.

Anthony Watson

The multichannel campaign, developed by creative agency TwelveA.M. and directed by filmmakers Jonny Madderson and Jono Stevens of JSF (Just So Films), centres around a cinematic short film, that will see hero content featured on screens across 58 selected gyms in the UK. Each gym will host a sampling initiative that coincides with the timings of the Lions Tour. A 30 second edit of the film will also be seen across UK Video On Demand channels with a fully supported social media strategy.

TwelveA.M. creative director, OJ Deady said “Authenticity in sports advertising has been lacking of late and we wanted to showcase real sacrifice and effort from a world class athlete in this campaign. We felt as if the dedication and sacrifice top athletes go through is forgotten sometimes with their lifestyles being documented on social media not giving the audience a true reflection of the commitment required to be the very best.”

Anthony Watson

TwelveA.M. is a creative agency focused on cultural content that resonates amongst millennial audiences, through creative direction, film production, experiential activations and influencer partnerships.

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