Saturday 22 October 2016

Aldi goes for the fear of God

Published 25/09/2016 | 02:30

Aldi’s new Play Rugby campaign
Aldi’s new Play Rugby campaign

He may have hung up his rugby boots but former Irish rugby legend Paul O'Connell's rousing "fear of God" speech ahead of the 2007 match against France in Croke Park is still the stuff of rugby legend.

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Now it has been invoked once again in a new ad which was created by Boys and Girls for client Aldi to drive awareness and encourage participation in Aldi Play Rugby, a national IRFU initiative that encourages school children to get active. 

The ad tells the story of a young boy that idolises Paul O'Connell so much that every day before rugby practice he recites his stirring words (minus the expletives), including the call for "manic aggression" and for players to "get on the case." Finally, when he gets to the training ground, he is greeted by the man himself.

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