Munster’s historic 12-0 victory over New Zealand in 1978 is to be retold in a new Guinness ad campaign, which will air on Irish TV for the first time on Wednesday 5th November, ahead of Ireland’s opening Guinness Series fixture.
The new ad is the latest in the ‘Made of More’ campaign that has previously focused on the Sapeurs and on the theme of friendship against a background of wheelchair basketball.
Guinness has ramped up its investment and involvement in rugby this year ahead of the 2015 Rugby World Cup. In the summer it announced taking over the naming rights sponsorship of the Guinness Pro12 while its Guinness Plus App is also strongly geared towards the sport.
The new ad focuses on telling the story of how a group of ordinary men came together and defied circumstance to achieve something extraordinary.
To understand the mind-set needed to achieve this, Guinness enlisted the help of New Zealand-born Ireland head coach, Joe Schmidt, alongside Dr Mike Gervais, one of the world’s leading sports psychologists.
Gervais has recently worked with the US Olympic team, the Superbowl winning Seattle Seahawks and Austrian space-jumper, Felix Baumgartner prior to his Red Bull sponsored jump from space to earth.
“The Munster story is both an intriguing and inspiring tale of how a group of individuals with the right mental attitude and character can overcome the odds,” said Gervais in Dublin yesterday. “I was delighted to meet with Joe Schmidt, Enda McNulty and the team to discuss this wonderful tale with one eye on Ireland’s upcoming Guinness Series matches.”
“The new Guinness ad certainly captures the imagination of what a group of players can do with the right mental preparation and physical application,” added Schmidt.
“It’s been great to have the opportunity to meet with Mike and discuss the many ways that good mental preparation can enhance physical performance.”
“Guinness has a long and proud association with rugby,” said Stephen O’ Kelly, Guinness Marketing Director for Western Europe.
“Munster’s story of their win over New Zealand demonstrates the inspirational character and integrity that is central to the sport.”
The ad will not be available until it debuts online on November 4th and airs on TV for the first time 24 hours later. We will bring it to you as soon as it goes live but in the meantime here is a little reminder of the famous day in 1978 when Tony Ward, Jimmy Bowen and Christy Cantillon created one of Ireland’s sporting legends.
Image Credit: Billy Stickland www.inpho.ie You Tube Credit Conor Ryan
