Campaign SpotlightPress Release

Guinness begs fans to not ‘jinx it’ for the upcoming rugby game in support of The Irish Rugby team

LONDON, UK — As fans look forward to an exciting few weeks of rugby, GUINNESS launches a new campaign to galvanize the country and show its support to the Irish Rugby Football Union (IRFU), the number 1 ranked male team in the world, crowned GUINNESS Six Nations Grand Slam Champions.

The new integrated campaign, developed by creative agency AMV BBDO, was inspired by a universal truth about being a fan: the feeling that your actions directly affect your team’s performance. It’s particularly true for Ireland fans this year, as they balance the excitement and expectation that comes with being the top-ranked side.  

Through social listening, GUINNESS and AMV have identified that Irish fans worry that any overconfidence is going to come back to bite them. So, the creative work plays with the natural caution and self-deprecation of Irish fans by reminding, them that allowing themselves to say what they could win can in fact cost their teams’ results. Whatever you do, don’t say Ireland is going to w*n. Or better, “Don’t Jinx It.”


The TV ad that kicks off the campaign was shot in sports-documentary style, with Ireland fans being interviewed about their hopes for the year ahead and their reflections on previous disappointments. With Ronan Keating’s “When You Say Nothing At All” playing throughout, it begins with a couple in a pub arguing over whether saying “Ireland was going to w*n” cost the team a championship title once. In another one, colleagues in a local cafe persuade themselves that a few games will offer more than enough excitement. 

Directed by James Rouse through Biscuit, the film in versions of 30 and 60 seconds will run on TV and social media. As part of the campaign, OOH reminding rugby fans to “not jinx it” will be placed near pubs nationwide. A series of activations across the country will also highlight past wrongdoings and get everyone supporting the Irish team in the right way this time.

Speaking about the campaign, Alan McAleenan, Brand Director at Guinness Ireland, said, “As a long-standing and proud partner of the IRFU, we wanted to launch a campaign that truly relates to Irish rugby fans. All of Ireland will be supporting the team with every fibre, 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.”

AMV BBDO creatives Will Brookwell and Louis Prenaud said, “No matter what your sport or who your team is, we’ve all got too carried away and jinxed things – it’s a universal superstition that even the most skeptical of us believe to be true when it comes to sport. Heading into another enormous tournament with their team ranked #1 and previous years’ heartbreaks fresh in their minds, this insight has never been truer for Ireland fans. 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 to never say that one forbidden thing.”


Client: Diageo


Campaign title: Don’t Jinx It

Client name: Alan McAleenan, Anne Zahan, Lauren McKay and Liam ElSibai

Creative Agency: AMV BBDO

CCO: Nicholas Hulley and Nadja Lossgott

Creative Director: Nicholas Hulley 

Creative Team: Will Brookwell and Louis Prenaud

Agency Planning Team: Joe Smith

Agency Account Team: Nick Andrew, Elana Murphy and Harry Frohlich

Agency Producer: Nick Godden

Agency Assistant Producer: Kieran O’Malley

Media Agency: PHD

PR Agency: WHPR

Production Company: Biscuit

Director: James Rouse

Production Co. Producer: Benji Howell

Post-production Company: We Are Covert

Sound studio: Factory Studios

Audio Post-production: Mark Hills

Photographer: Linda Brownlee

Partner with adobo Magazine

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