The film targets rugby fans and people who are yet to truly engage with the sport. Entitled ‘The Flying Winger’, the film sees Welsh rugby legend Shane Williams throwing a rugby ball out of a microlight thousands of feet in the air. Extreme Sports enthusiast, Gary Connery, then completes the first legal jump from a microlight in a wing suit to make a spectacular catch in free fall.
Teaming up with the Extreme Sports Channel to help push out the film, M&C Saatchi and NatWest wanted to bring rugby into new territories. Moving away from the typical expensive rugby ad, M&C Saatchi is hoping it can get just as much cut-through as the official Rugby World Cup sponsors with these ground-breaking rugby stunts.
Sam Ball, Creative Director at M&C Saatchi, said: “It doesn’t look like advertising, it doesn’t feel like advertising, and for that reason people are more likely to take notice. Often you look at an idea and think: ‘I wish we made that’ – well with this one we did.”
Overall there will be a total of six executions, which include two main films, two teasers and two making of films. The films will run across social media channels, including Facebook, Twitter and YouTube.