Rugby fans told to 'Save it for Twickenham' in debut ads

The ads are based around fans who are so enthused about rugby that they can not contain their excitement. One shows a surgeon in the middle of operating, except instead of latex gloves he sports giant foam hands with the word "Try!" written on them. A second shows a soldier hiding in a hedge with his face painted as the South African flag. Both use the strapline "Save it for Twickenham".

The viral also uses the giant foam hands but this time on a vet who is tending to a poorly cow.

The RFU is hoping to capitalise on the popularity of the sport following England's win against Australia in last year's World Cup final. It plans to run advertising in the national press, regionals and in specialist Antipodean titles, to target rugby fans from Australia, New Zealand and South Africa.

Paul Vaughan, commercial director of the RFU, said: "It is important that we reach out to a wider audience and get those that have followed England in the World Cup or have an interest in the game into the live spectacle at Twickenham. This work breaks new ground for rugby."

The campaign was created by Paul Hanratty and James Springall at Lowe, and the viral work was directed by Elliot Goldner through Frank Films. Media planning and buying is handled by Initiative.

Mark Cadman, managing director of Lowe, said: "Our goal is to sustain the interest in rugby, ignited by the Rugby World Cup victory. The advertising centres around supporters' passion for the game and aims to drive ticket sales and fund further investment in the sport."

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