Guinness Reminds Fans Not to Jinx Their Team In New Spot

Guinness Reminds Fans Not to Jinx Their Team In New Spot

News by Roberto OrosaRoberto Orosa
Published: September 04, 2023

Alcoholic beverage company Guinness just launched a campaign that puts the spotlight on loyal fans of the Irish Rugby Football Union (IRFU) and why it's better to keep their predictions to themselves.

In the 30-second spot "Don't Jinx It," IRFU fans share their experiences with watching the games and how some of them believe saying who they think would win out loud can lead to the opposite happening.

"Well, he caused Ireland the tournament last time," a woman explains as she sits beside her partner in a pub.

"All I did was say, 'I think we're going to win'," her partner explained, as "win" was censored from the spot - just in case.

"In 2019, I booked the return for the day after the final," another shares, as his friend calls him an "idiot."

As the top-ranked male team in the world, fans often believe their actions play a part in the result of a game.

One man agrees with his friend in thinking his team won't win but shares a look of hesitation in hopes that the opposite happens - all as Ronan Keating's When You Say Nothing At All fittingly plays in the background. 

To end the spot, the rugby fans pull down a flag that writes, "We're going all the way! To France!" as the spot reminds fans to "think it, just don't jinx it."

Developed by advertising agency AMV BBDO, Guinness' Don't Jinx It spot will run on TV and various social media channels. 

Guinness Ireland Brand Director Alan McAleenan shared the idea behind the campaign, saying that "as a long-standing and proud partner of the IRFU, they wanted to launch a campaign that truly relates to Irish rugby fans."

"All of Ireland will be supporting the team with every fiber, but our campaign urges fans to remember that their actions are as important as the team on the pitch; they need to play their part too, don't jinx it," McAleenan added.

Will Brookwell and Louis Prenaud of AMV BBDO also commented on the spot.

"Guinness too is a huge fan of the national team, so our campaign aims to get ahead of the loose lips and remind everyone to support safely and never to say that one forbidden thing," they concluded.

Edited by Nikola Djuric

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