Bank of Ireland launched its new TV advertising campaign on Saturday with its support for Rugby as the central theme.

In our Sport for Business daily interview with Paula Murphy on Friday, we spoke about how the partnership was running deeper and touching on many different areas of the community.

The advertising breaks new ground as well and certainly stands out.

It makes the most of animation to make up for the challenge of securing live footage during lockdown but it is the voiceover of Nonzus Magnus that grabs the attention.

There is a palette of voices that we are used to hearing in TV advertising and rap and banking have not been evident to us before. Standing out is important in advertising and the different tone works well.

The music is another change-up from the norm. The piece used was composed by Stephen Rennicks, best known for his collaborations with film director Lenny Abrahamson on Normal People.

The children featured in the ad are those of members of the production team from Ringers Creative, Piranha Bar and Oliver Ireland and the footage was captured in a single morning of a socially distanced session at Terenure RFC.

At a time when rights holders and sponsors are nervously feeling their way back into activity and activation, this has been a strong vote of confidence in sport by the Bank of Ireland team of Paula Murphy, Anna Mulcahy, Gemma Bell, Ashley Morrow and Sam O’Byrne working closely with their agencies and the four provinces.

The finished product in terms of the TV ad was worth the wait and the theme will be rolled out across digital and the bank’s retail estate, as well as in digital over the coming weeks and months.