Guinness kicks off Six Nations campaign with love letter

31 Jan 2020

By: Sport Industry Group

The 2020 Guinness Six Nations sees the Irish beer brand take on its second season as title sponsor, and it has kicked off the campaign with its latest creative spot.

As the brand ramps up its rugby presence across its social and digital channels, as well as TV and OOH activations around the Six Nations, Guinness is sending a love letter to the flagship competition - a tournament it has always been closely associated with. Created by We Are Social Sport, the spot features a voiceover from a fan, Scott, who delivers a monologue to the camaraderie of the tournament.

As the UK leaves the European Union, the political backdrop to the tournament is marked but the brand tells fans to come to the tournament as rivals, but to leave as friends.