To leverage the #RugyRestart, Gillette UK has rolled out a commercial featuring rugby legend Paul O’Connell which first aired in Ireland on Father’s Day.
A day ahead of the 14 August Premiership Rugby restart, the ad was amplified across the men’s personal care’s UK digital and social channels.
The former Ireland and Lions skipper, a Limerick native, stars in a spot which focuses on role models, gratitude, and inspiration and revolves around the hashtag #MadeOfWhatMatters.
It sees O’Connell share a heartfelt message about his own past and his commitment to acting as a role model to the younger generation.
The video begins with O’Connell acknowledging the inevitable setbacks and difficulties we all face in life.
The work firmly positions the former lock as a role model and an inspiration to others.
It sees O’Connell himself mention that many expect their role models to be perfect. However, he believes that it’s important to show children these setbacks so they can be resilient and one day reach their true potential.
He also discusses the importance of giving kids positive reinforcements, especially considering that many children have low self-esteem and don’t have a strong support system.
The campaign, which was created by agency MN2S, in the first of an ongoing series of motivational collaborations about being a role model and making the world a better place.
Comment:
Rugby Union marketers so often chose to activate around values and role models, but we wonder whether this still has the same kind of power and relevance as it once might have.
If you have to choose a sports star for a role model focused campaign, a tactic which is so often ripe for leading to a backfire/backlash, then picking O’Connell, one of the most-capped players in rugby union history seems a solid choice. O’Connell is known not only for his long stint with Munster Rugby between 2001-2015, but also for his considerable success with the Irish national team (winning the Six Nations Championship three times) and now, following his retirement, he has held coaching positions and currently works as a commentator for BBC Sport.
This UK Gillette sport led work follows in the footsteps of previous role model initiatives such as its February 2020 campaign starring England and Manchester City attacker Raheem Sterling (see case study).
Links:
Gillette
https://www.youtube.com/user/GilletteVideosUK
https://www.facebook.com/GilletteUK/
https://twitter.com/GilletteUK
https://www.instagram.com/gilletteuk/
MN2S
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