"Don't Jinx It"

3 September 2023

30s

When You Say Nothing At All

Enthusiastic fans shouldn't get ahead of themselves when it comes to the Rugby World Cup - at least, not according to this sweet commercial from Guinness. Featuring a typically Irish and underplayed sense of humour, the piece focuses on a collection of fans who are cautiously optimistic about their national team's chances in the tournament... with 'cautiously' being the operative word.

From 'win' being bleeped out like a heinous curse word to the habitual tacking on of qualifiers like 'maybe' and 'hopefully' as though they're a verbal tic, director James Rouse captures the sense of bubbling yet restrained excitement with verve. We particularly enjoy the lad who gets ribbed by his mates for being overconfident and booking his return flights on the certainty of a win last time, bringing a relatable laugh to the affectionate montage.

Ireland

Porters & Stouts