Guinness et sa dernière vidéo poignante sur Gareth Thomas et son coming out

Gareth Thomas avec le maillot du Pays de Galle

Pour la dernière campagne de Guinness « Histoires de force de caractère et d’intégrité dans le monde de rugby » , la marque a voulu frapper fort.

Dans sa vidéo, Guinness met en avant le courage de l’ancien joueur de rugby Gareth Thomas, et surtout, l’empathie de ses coéquipiers lorsque Gareth a fait son coming out.

Gareth Thomas sur un terrain de rugby
Gareth Thomas sur un terrain de rugby

Celui-ci a été en 2009, le premier joueur professionnel de rugby ouvertement gay. Dans la vidéo, il décrit dans un monologue, les heures sombres qu’il a eu à affronter avant de faire son coming out. Il explique d’ailleurs que « chaque choc, chaque côte fêlée, chaque os cassé … Ce ne fut rien comparé aux démons qui me déchiraient dans mon heure la plus sombre. »

« Je me tournais vers mes coéquipiers, leur disant que j’étais gay, que c’était la chose la plus difficile que j’ai eu à faire. Ils étaient là pour moi. »

La campagne de Guinness comprend deux spots TV et deux courts documentaires. Le deuxième spot met en scène l’ancien joueur Sud Africain, Ashwin Willemse, on le découvre faire le choix de pratiquer le rugby plutôt que de rester dans la délinquance et les gangs. Ce choix n’aurait pas été possible sans le courage et la présence de ses coéquipiers et du rugby.

Un porte-parole de la compagnie a déclaré : « Plutôt que de se concentrer sur les attributs physiques d’un joueur de rugby, cette campagne montre les qualités intérieures comme le courage, l’empathie et la résilience. »

Après Heineken et AdidasGuinness lance donc officiellement sa campagne de communication pour la Coupe du Monde de Rugby 2015.

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