To mark AIB’s continued sponsorship of GAA, Rothco, part of Accenture Interactive, has launched the new platform chapter “The Toughest”. Titled ‘Tough Can’t Quit’, the adverts tout the commitment of players, coaches and club league supporters who give their all to the team and to making the sport great across the country.
Now in its seventh year, the campaign follows campaigns such as “The Toughest Trade”, “Road to Croker” and “The Toughest Summer”. Rather than using actors for the cast and adding authenticity to the production, the 60-Second ad showcases those who embody the spirit of GAA communities week after week – club players, coaches, fans and family. .
To enhance the film’s personal atmosphere, filming was reduced, allowing the creative team to capture the quiet moments behind the scenes, the moments that make people feel tough. In addition to the 60 second TVC, there are 30 and 20 second cuts, all of which are promoted on social media. The campaign is also running in out-of-home (OOH) locations.
Watch ‘Tough Can’t Quit’ at https://www.youtube.com/watch?v=W689frrQE8U
Client: AIB
Marketing Director: Mark Doyle
Agency: Rothco/Accenture Interactive
Senior Agency Producer: Laura Cahill
Global Executive Producer: Jessica Derby
Creatives: Ray Swan, Carina Caye, Eoin Conlon
Branch Manager: James Moore
Senior Account Manager: Sarah Murphy
Account Manager: Andy Williams
Account Manager: Siobhan Carrabin
Director of photography: Albert Salas
Producer: Andrew Freeman
Sound engineer: Rob Moore
Editor: Dan Sherwen
Post-production/offline: Final Cut
Post-production/online: Screen Scene
Post-production/line supervisor: Sinead Bagnall
Music: “Carved in Mayhem” by Luke Atencio
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