Guinness hymns Rugby World Cup – with Japanese women’s team

It’s the Rugby World Cup (for men) in Japan in September so Guinness is quick out of the blocks with its ‘Made of More’ campaign featuring – women rugby players.

Maybe Guinness thought an ad with blokes would be banned by the ASA under its new gender equality rules.

So, here’s the Liberty Fields women’s rugby team in Japan overcoming the prejudices of a traditional society to get all muddy and drink Guinness.

Deftly done by AMV BBDO. When will the blokes get a look in?

MAA creative scale: 8.

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About Stephen Foster

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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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