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O2 unveils giant bet on England’s World Cup rugby team

Here’s one of the big ads of the the year, O2’s ‘Make them giants’ for its #WearTheRose campaign from VCCP, supporting the England rugby team in the Rugby World Cup.

Months in the making no doubt, with ‘Bear and Hare’ animators Blinkink, which must be a bit of a nightmare when the three players featured – captain Chris Robshaw, Courtney Lawes and Mike Brown – were not guaranteed to be fit although they were bankers to be selected. What would they have done if the rather injury prone Lawes had been crocked or Brown had failed to recover from his concussion?

As it is, the team huddle bit at the end seems to feature Luther Burrell, who missed the final cut.

So was it worth all the effort?

Just about – although they’ll all look right lemons if group opponents Fiji, Australia and Wales ignore the script and contrive to knock out England in the first round.

02, which is an England rugby partner although not a World Cup sponsor, is rebranding its stores for England’s duration.

Audacity or hubris? We’ll see.

MAA creative scale: was a 7 but we’ll give it 8 for (possibly foolhardy) ambition.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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