Oscar winner Tom Hooper – director of The King’s Speech – has been drafted in by Guinness to direct its latest epic TV ad.

The Flag is inspired by the Rugby World Cup, which kicked off today. It depicts two armies attempting a plant a flag on the opposing side’s hill.

The ad will debut today (9 September) during ITV’s highlights of the New Zealand v Tonga clash and will be shown again tomorrow England’s match-up with Argentina.

It will be supported with a digital campaign including social media and digital advertising. Guinness will also be running an on-pack promotion from now until the end of October offering consumers the chance to win tickets to next year’s Six  Nations tournament.

“To mark the start of the competition and inspire all the home nation teams to victory abroad, we wanted to create a film that was distinct and original and that made the brand topical,” said Guinness marketing manager Paul Cornell.

“Director Tom Hooper has done a fantastic job in creating a film worthy of the silver screen.”

Read more
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Guinness signs up as Six Nations sponsor (22 January 2011)

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