To mark AIB’s continued sponsorship of the GAA, Rothco, part of Accenture Interactive, have launched the newest chapter of ‘The Toughest’ platform. Entitled ‘Tough Can’t Quit’, the ads extol the commitment of club championship players, coaches and fans who give everything they’ve got to the team and to making the sport great up and down the country.
Now in its seventh year, the campaign follows on from campaigns such as ‘The Toughest Trade’, ‘Road to Croker’ and ‘The Toughest Summer’. Rather than using actors for the cast and to add authenticity to the production, the 60-second ad showcases those who embody the spirit of GAA communities week in, week out – club players, coaches, fans and family.
To heighten the film’s personal atmosphere, the shoot was kept small, allowing the creative team to capture the quiet moments behind the scenes, the moments that make people tough. As well as the 60-second TVC, there are 30-sec and 20-sec 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
Chief marketing officer: Mark Doyle
Agency: Rothco/Accenture Interactive
Senior agency producer: Laura Cahill
Global executive producer: Jessica Derby
Creatives: Ray Swan, Carina Caye, Eoin Conlon
Agency director: James Moore
Senior account director: Sarah Murphy
Account director: Andy Williams
Account manager: Siobhan Carrabin
Director of photography: Albert Salas
Producer: Andrew Freedman
Sound recordist: Rob Moore
Editor: Dan Sherwen
Post production/offline: Final Cut
Post production/online: Screen Scene
Post production/online supervisor: Sinead Bagnall
Music: ‘Carved in Mayhem’ by Luke Atencio
