Last year Guinness produced a series of stunning adverts that struck a chord with rugby fans the world over. They've nailed it again, this time featuring Gareth Thomas and his personal struggle with his sexuality, and former Springbok winger Ashwin Willemse, who was pulled away from a life of gang violence and crime thanks to rugby. The campaign focuses on stories of strength of character and integrity in the world of rugby, emphasising the amazing support and empathy they received to help them come through difficult moments in their lives – Gareth when he came out to his teammates, and Ashwin when he turned his back on the notorious Cape Town gang that he belonged to. Rather than focus on physical attributes of what makes a rugby player, this campaign looks to inner qualities like courage, integrity and resilience. The films were directed by John Hillcoat, internationally-renowned director of Lawless and The Road, with exclusive music by Nick Cave in the Willemse film. Guinness has also released two short documentaries, which explore their stories in more detail. These short films shine a light on the events covered in the adverts, providing additional insight from the subjects on the challenging circumstances they faced, and the incredible support they received from their teammates. You can view those on the next page (or below)

Page: 12View All Click here to view the full post More...