R/GA finds a new way with old tricks for epic Beats by Dre Rugby World Cup campaign

The Rugby World Cup kicks off tonight with England playing Fiji and Apple’s Beats by Dre is the latest brand to try to grab some reflected glory.

This one, in a campaign by all-conquering R/GA (London branch), features England captain Chris Robshaw and the by now customary patriotic paraphernalia, this time Henry V (again) and ‘Jerusalem.’ William Blake’s original lyric was decidedly not about the greatness of England, rather it was about getting rid of the 18th century version of it but we’ll let that pass. Jacob Collier does a manly job of singing it.

In case England should take an early powder, Apple has also enlisted France and reigning champs New Zealand, the latter with captain Richie McCaw and every Kiwi cliche in the book, including the haka. Haven’t seen Fofana’s effort yet but I bet he’s up the Eiffel Tower for some of it.

But it’s brilliantly done, a fine example of the new style of ad/documentary. With some welcome insight into the minds of these hunky heroes and the pressure they’re under.

R/GA is flying. MAA creative scale: 9.

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