Aren’t all tackles just professional hugs?
Aren’t all tackles just professional hugs?

With the United Rugby Championship launching this year, TBWA\Dublin were brought on board to bring together RTÉ and TG4 to help create awareness of the all new United Rugby Championship. The two public service broadcasters are teaming up to bring you all the games that matter, free to air. Art imitates life, and advertising is no exception.

The idea disrupts the traditional rugby promo by bringing together two Irish rugby players at full force, only to find themselves locked in a warm embrace.

The outcome was not too dissimilar to the process, with all interested parties weighing in to ultimately come together to make a disruptive and highly collaborative ad.

“This process was a great coming together of the agency and TG4 and RTÉ," said Des Creedon, Executive Creative Director, TBWA\Dublin. "When you get a good idea and it's backed by brave clients. It's time for hugs all round. We’re delighted with the outcome, and with the enthusiasm that has backed this project from the very beginning."

"RTÉ partnered with TG4 to bring world class rugby free to air to Irish audiences, so it was really important that we also partnered in a truly collaborative way to launch the tournament," Laura Beatty, Senior Marketing Manager, RTÉ. "The brief to TBWA was a launch spot for the URC that leaned into the entertainment that sport offers the audience and the agency response was a really disruptive and fun piece that truly delivered on our brief".

“For me, the best part of this project was that we always knew what was working based off the laughs and giggles on set," said Matthew Moss, Copywriter, TBWA\Dublin. "The same for music and the edit, it all came together through a democracy of giggles.”

With multiple stakeholders, a clear idea and execution were both important, but it also took bravery to stand by an idea that disrupts the traditions of typical sports promos.

“It was a wonderful campaign to work on where both public broadcasters came together to partner on the sport and on the campaign," Padraic O Raighne, Marketing Manager, TG4. "Delighted with the end result and making it simple for every Irish person to follow their province. TG4 an sasta leis an bhfeachtas le RTE agus TBWA.”

Just like the fans, RTÉ and TG4 are coming together to celebrate all four Irish provinces in the United Rugby Championship.