Electric Ireland debuted their new Television ad based around the GAA Minor Championships on Friday night.

We spoke to Edel McCarthy to discover what it has been like planning campaigns this year, with so much uncertainty.

We also talk about the powerful impact of saving Darkness Into Light this year and much more.

The interview plays out with the first in a series of four advertisements and the reworking of the iconic radio ad that has been updated to reflect what 2020 has been like for those on the brink of adult life.

“We have tried to shine a light on the lives of this generation of minor players. Their lives have been turned upside down with no school, no socialising, no romance.”

Sport for Business Partners