Official Rugby Football Union (RFU) auto sponsor activates its partnership at the start of the 6 Nations by launching a new film called ‘The Road to Twickenham’.
Told through the eyes of a fan, this is part ‘road trip movie’ and part ‘rugby pilgrimage’.
Opening with a shot on a dark country road, it continues as a highly stylised fan journey through the break of dawn across the English countryside and includes subtle rugby-related vignettes (such as a pub adorned with St George’s flags, a lonely player practising in the snow and a 2003 rugby shirt hanging on a washing line).
The driver eventually reaches London and fan chanting grows as he arrives at the home of England Rugby – Twickenham.
The spot ends with the tagline: ‘Some roads aren’t meant to be travelled alone’.
The film is running on TV, seeded across social media, posted on YouTube mastheads and feeds and it will also be run on digital out of home screens through the tournament.
The RFU worked with agency FCB Inferno, while Vizeum developed the media plan.
The full 90-second spot was directed by CD Morrish, produced by Stink and sound was by Angel Sound.
The soundtrack itself – ‘Swing Low, Sweet Chariot’ – was actually recorded by 90,000 fans at the 2014 Australia vs England QBE-sponsored Autumn international.
‘BMW understands passion, dedication and determination,’ says BMW UK marketing director Uwe Dreher.
‘We share that with rugby fans. ‘The Road to Twickenham’ is not a badging exercise, in fact our brief to FCB Inferno for this film was the opposite. ‘The Road to Twickenham’ is here to celebrate the excitement we share for rugby and 6 Nations, but is ultimately for the fans’.
‘BMW has sponsored England Rugby from grassroots right up to the elite England squad. This film is about commitment on the long road to Twickenham,’ outlines FCB Inferno executive creative director Owen Lee.
‘It captures the journey of fans and players alike. The early mornings and relentless drive towards the World Cup, culminating at Twickenham, the home of English Rugby.”
We like the film for the absence of the usual jingoistic fans (and because the night driving atmospherics and intensity reminds of us the recent and brilliant Tom Hardy movie ‘Locke’).
It’s just a shame that England’s first game of the 6 Nations wasn’t at home at Twickenham, but away in Wales’ Millennium Stadium.
Other 2015 BMW RFU activation strands include the return of the ‘BMW Sweet Chariots Competition’ – an experience which offers fans a chance to win tickets, access to the BMW Lounge in the West Fan Village and a chauffeur driven ride to the match in a ‘BMW Sweet Chariot’
BMW has sponsored the RFU since 2012.
BMW Rugby Twitter
BMW Rugby Lounge
BMW Sweet Chariots Competition
England Rugby Website: