O2 Unveils Animated 'Make Them Giants' Campaign Ahead Of Rugby World Cup

O2 has "departed from the usual aggressive style of rugby ads," with the heartfelt "Make them giants" campaign ahead of the Rugby World Cup, according to Shona Ghosh of MARKETING MAGAZINE. The idea is that support from fans "can help boost the England team during the tournament." The ad is directed by Elliott Dear, the illustrator behind John Lewis' "Bear and the Hare" Christmas animation. O2 CMO Nina Bibby noted that the brand's previous rugby ads have "had something of a masculine feel." Asked whether a cartoon style "risked putting off die-hard rugby fans," Bibby said, "We think the opposite. Those who really know rugby will recognize the players, and they will get it. The animation broadens the appeal [and] makes sure we're touching a broader audience, women and children, those who aren't the die-hard fans. As opposed to alienating, it will have more of an inclusive effect." O2 Marketing Communications Chief Ian Cafferky added that the trouble with the "blood, guts, glory" style of advertising is that it "alienates non-rugby fans." There is "also the fact most athletes can't act." Cafferky: "The big dilemma is talent access. There's limited access, and they're not singers or performers. Don't expect them to be Beyonce, walking through and doing a music ad, it's not what they're able to do." O2 has "shorter animated clips to respond to specific moments in matches, and to keep up public support." Cafferky added that he has "banned" content reacting to an overall England win of the tournament for "fear of cursing it." He said, "We haven't done that one, deliberately. I've banned it. I learned in football never to do that. You manage the bad news -- it's easy when you win" (MARKETING MAGAZINE, 9/9).