Three, Ireland’s largest high speed network, and primary sponsor of the Irish football team pays tribute to real Irish football fans in its newest TV commercial which airs on television this Friday. Instead of looking to agencies to find suitable actors, Three instead looked to Ireland’s largest football supporters club ‘You Boys in Green’ to find genuine fans to be the stars of the ad.
The new 40 second advert which will air on RTE, TV3, 3e, Sky and E4 from this Friday, just in time for two important World Cup qualifying matches against Sweden and Austria on the 22nd and 26th of March, was officially premiered on Facebook today giving Ireland fans the opportunity to view it first before launching on TV later this week.
Speaking about the new advert and the decision to cast members of ‘You Boys in Green’, Elaine Carey, CCO of Three said: “We recruited You Boys in Green because they are the fans that travel all over the world to support their team. Their reactions were amazing on the day. They didn’t need to act. They just showed what they do every time they go to a match, every time they watch a match, every time they travel away to a match. Their emotion is what the true Irish fan is about and Three wanted to demonstrate that. Our ad captures the raw emotion that each and every Irish fan displays when showing support for their country.”
Rory Hamilton, Creative Director at Three’s new ad agency Boys and Girls said: “The idea for “An Ode to fans” came from watching footage of the European Championships, when Ireland were 4-0 down to Spain and suddenly the stadium was engulfed in an amazing rendition of “The Fields of Athenry”. It was a spine tingling moment in world football. Being an Irish fan in Poland can’t have been easy, yet there they were, putting their full support behind a beleaguered team. It encapsulated what support is about. It isn’t about winning or losing, it runs much deeper than that. Support is a positive act, regardless of the circumstances. “An Ode to fans” is meant as a quiet celebration of Irish football fans, their trials and tribulations – the great moments and the bad.”
Three’s new TV commercial was created by Dublin-based advertising agency Boys and Girls and was shot in location at Ardmore Studios in Bray, County Wicklow with a media investment figure worth close to €1million. The Director Zak Emerson has worked on some of the biggest brands around the world, from Adidas and Heineken to Jameson and Nikkon. Producers used many different techniques to illustrate the emotion, tension, despair and delight that fans go through. Sections of the ad were shot on a Phantom Camera which shoots at incredibly high speeds (1000 frames per second), allowing you to slow the images right down, while others were animated in stop frame animation, or illustrated comic book style adding a touch of nostalgia.
Viewers may also recognise a familiar voice throughout the new commercial. The ad is narrated by Irish actor Emmet Kirwan, who is best known for co-writing and starring in RTE’s old comedy series ‘Sarah and Steve’. Emmet, who graduated from the acting training programme at the Samuel Beckett Centre in Trinity College in 2001 also starred in comedy-drama film ‘Inside I’m Dancing’ which starred James McAvoy and Brenda Fricker. Emmet was specially chosen not just because he’s a great actor but more importantly because he’s a huge football fan. Three wanted that genuine voice to cut through and carry real emotion representing every Irish fan.
Click here to see a sneak preview of Three’s ‘An Ode to Fans’ which will launch across a number of stations this Friday.
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