As the Six Nations kicked off again earlier this month, it was wonderful to feel the sense of euphoria and giddy anticipation that lay ahead after a quiet two years.
On the evening of the Ireland versus Wales game, I headed into Dublin to soak up the atmosphere of a glorious win. There was a great buzz around town that night and you could see the good-humour amongst both sets of fans.
As we were finishing our meal, my friends and I got talking to a group of Welsh supporters as they waited for their table at the restaurant. Their sense of fun and sportsmanship was so evident to see as they chatted away to us.
I was immediately reminded of the brilliant advertising campaign for Guinness titled “The Purse”. It was like we were really living it.
Created in 2019, the “The Purse” tells the real-life story of two brothers, David and Gareth Rees, as they honour their late mother, Olive’s dying wish. Olive loved rugby and upon her passing left strict instructions that the brother’s inheritance was to be spent following their beloved Welsh team in the Six Nations championship. She also left them her favourite red purse with a Welsh dragon to hold the kitty on matchdays.
The advertisement is heartfelt, respectful yet jovial as it shows the two brothers’ emotional journey as they bid their mother good-bye, to scenes of them enjoying the delights of Paris and Rome to finally raising a pint of Guinness.
The Welsh fans we met that night displayed the same sentiment of fun and patriotism all wrapped into one. The group were made up of an extended family of dads, uncles, cousins and sons. You could see that family and tradition were important to these people, as they told us how pleased they were to be back enjoying their Six Nations trips again. They even had a “kitty purse” too.
It is amazing to see the power of an advertising campaign that is extremely memorable. It’s influential and captures the minds and hearts of viewers across many nations, leaving them with a “feel-good” sensation.
I understand the aim of the campaign was to honour the legacy of everyday heroes like Olive Rees and her sons. And according to Niall McKee, Guinness Marketing Director, it is also to “Encapsulate the spirit of rugby and the six nations championship” of which Guinness is the title sponsor.
I have to salute Guinness and their advertising agency “AMV BDO London”, for this very clever marketing. This story is something we can all relate to. We all have families, traditions and events we all look forward to each year; especially now as we move forward once more.
Let’s hope we get to see this beautifully crafted and nostalgic clip again next season. And in the meantime, we can continue to enjoy the company of our family and friends and celebrate lots of important occasions this year.