Guinness releases hilarious advert ahead of Rugby World Cup

In the lead-up to the Rugby World Cup, Guinness has released an amusing ad that many Irish rugby fans will relate to.

Guinness Ireland is no stranger to advertising; in fact, plenty of their ads have become world famous, including ‘The Dancing Man’ and ‘Surfer’, to name but a couple.

However, this time, Guinness has released one of the most hilarious and downright fitting ads ahead of the 2023 Rugby World Cup, and the nation agrees that it accurately describes how we all feel.

Here’s all you need to know.

Guinness releases hilarious rugby advert – think it, don’t jinx it

Ireland has had some great success in rugby over the years, including several Six Nations titles and memorable victories over the likes of New Zealand and South Africa. However, the reality remains that Ireland has never made it further than the quarter-finals of the Rugby World Cup.

The new Guinness ad aims to poke fun at the Irish nation ahead of this year’s World Cup, urging them to “think it, dream it, but don’t jinx it”, given that sports fans sometimes feel that their actions can directly impact their team’s performance.

As Ireland gears up for their opening fixture against Romania in just a few days, the nation doesn’t know how to feel about it. While optimism is in the air, the truth is, no one wants to jinx Ireland’s chances at going further than ever before.

For many rugby fans, Guinness remains the beverage of choice, and Guinness has had a deep-rooted history with rugby, so it seems fitting to release an ad to give the nation a bit of a laugh.

What it’s all about – Guinness urges fans not to be overconfident

The advert kicks off with fans engaging in playful banter – the norm for Irish people – blaming each other for Ireland’s quarter-final exit during the previous tournament in Japan.

It humorously captures the rollercoaster of emotions that rugby fans experience during matches, leading to a point where the nation doesn’t know how to act or what to say in the lead-up to Ireland’s next challenge.

This clever piece of advertising showcases the mixed feelings that Irish fans endure, with many wanting to show their support without “jinxing” the team’s chances at the tournament.

The ad shows one character stating that he booked his return flight from Japan for the day after the final as his friends declare him “an eejit”, while other characters state, “We’re definitely not going to win”, erring on the side of caution.

The mixed reactions of the rugby fans hit close to home for many, but we cannot help but laugh at the result of another iconic Guinness campaign – after all, they are masters of this.

Reactions to the ad – just as funny

Since its release, the reactions to the ad itself are just as hilarious as the ad itself, with comments stating, “Honestly, considering our track record, don’t jinx it should be the national motto” and “Ah, now we clearly handle pressure very well – it’s superstition that’s our enemy”.

Others have admitted that the ad accurately describes how the nation is feeling and that the “The ‘four group games is enough’ mentality is real”.

The cherry on top of the already humorous ad is the chosen song: Ronan Keating’s version of ‘When You Say Nothing At All’.

The advert ends with a banner being let down at the side of a pub that says, “We’re going all the way… to France”, as Keating sings, “You say it best when you say nothing at all”.