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Aviva ‘Harlequins Rugby Groundsman’ advert

Agency: AMV BBDO

Client: Aviva

Aviva who have recently become the new title sponsor for Premiership Rugby have launched their new TV adverts that will be broadcast around Aviva Premiership Rugby coverage.

Central to the campaign are a series of 5, 10 and 15 second idents created by AMV BBDO which feature individuals whose work usually goes unnoticed outside the parameters of the club.

The ads aim to demonstrate the value of teamwork and recognise the important roles played by individuals behind the scenes. They will be aired on ESPN, Sky Sports, ITV throughout the course of the APR season.

Paul Sykes who is the Headgrounds man at Harlequins said of his new found fame, “Being an unsung hero for Harlequins was strange at first but I am really getting into the role now and I am starting to feel like a bit of a rock and roll star now and I am really enjoying it.”

“One of the reasons the Aviva Premiership Rugby sponsorship appealed to us so much was the values of teamwork and respect which exist within the game and through these adverts we wanted to show that an Aviva Premiership Rugby team is about far more than just the players on the pitch,” said Head of Marketing for Aviva, Gary Price.

“They also highlight the focus we’ll be making of the local communities through a new grass roots programme called the Aviva Premiership Rugby Schools Programme, that will help to encourage and inspire primary school age children to take up the game.”

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