Moving away from the traditional approach of using the players in the campaign, we decided instead to focus on the grassroots of the game in Wales and to show the ‘real faces’ of Welsh rugby. This meant picking characters in typical scenarios which happen every week of the season.
The WRU’s Club Operations team worked with us and our TV production partner, Wordley Productions, to select rugby clubs and people that would help showcase the broad spectrum of those who contribute to and who are involved in the game.
A set of scenarios were developed, which people would relate to, and a script which would connect with the audience. The TV advert builds to a crescendo of shots showing the players running out onto the pitch at the Principality Stadium and fans expressing their emotions. The advert ends with a call to action stating that tickets are now available for the '2016 Under Armour Series'. This is accompanied by the line ‘This is Welsh Rugby’ which was taken from the series of manifestos that had been written.