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Jaguar Land Rover – It's What Makes Rugby, Rugby

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As you may have noticed, in the run up to this year's Rugby World Cup in Japan there a have been a LOT of muddy funsters throwing themselves around in commercials.

Whereas most ads seem to concern themselves with the beefy egg-throwers that make up the national teams, Spark44's lovely new commercial for Land Rover, to promote the brand's worldwide partnership of the World Cup, focuses much more on the youth grass roots level.

Set in the countries that are competing in the tournament, It's What Makes Rugby, Rugby relishes in picking out individual players of all shapes and sizes (and ability, colour, gender...) and giving them the opportunity to proudly proclaim their key sporting trait.

Shot with the air of authenticity at which Riff Raff director Ben Liam Jones excels, this delightful celebration of inclusivity and unity makes for a refreshing tribute to the game and its power.

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