Looking at David Beckham, you might think the road to sporting greatness is a glamorous one. But the truth is that superstar athletes usually spend their formative years on a grotty bit of Astroturf or a muddy pitch covered in molehills. And there are a lot of greying jockstraps to get through before that Calvin Klein offer finally comes through.
That’s why we loved Land Rover’s Rugby World Cup campaign, We Deal in Real. Rather than supporting the home side (wisely, as it turns out) Land Rover decided to celebrate the grit and tenacity that goes into sport right from a grassroots level. With the help of RKCR Y&R they created 11 inspiring short films showing how athletes around the globe compete from day to day.
There’s South Africa’s Soweto Rugby Club, whose pitch is practically grass-free thanks to the scorching sun. And there are the Hokkaido Barbarians in Japan, whose founders still play twice a week despite being over 60 years old. The whole campaign is an honest – and often funny – look at the passion that powers sports stars and fans alike.
Watch the YouTube video here.
Via. LSN Global