The ‘Lions on the Loose’ television campaign gets its first broadcast on ITV1 ahead of the Tour against South Africa.
Vodafone – the Lead Partner of the British & Irish Lions for the 2021 Tour of South Africa – has today launched its ‘Lions on the Loose’ television campaign ahead of the Tour.
The advert is a celebration of two iconic brands, united by a shared passion and commitment to connect people to each other and the things they love, coming together for the Tour of South Africa this summer. It will first air on ITV1 during the England vs Scotland Euro 2020 game on 18 June 2021.
The Lions have a unique ability to unite fans from across the UK & Ireland. The new campaign is a demonstration of how the power of Vodafone’s network can bring fans closer to the Lions action throughout the Tour.
The advert sees a pack of six Vodafone Lions ambassadors – Captain Alun Wyn Jones, Stuart Hogg, Hamish Watson, Tadgh Furlong, Louis Rees-Zammit and Maro Itoje – running through the four nations and leaving fans in awe as they go. The players are filmed as they travel around the country, with fans seeing the rugby stars unexpectedly bring the sport to their local club, back garden, wedding, holiday and finally into their living room.
Max Taylor, Commercial & Marketing Director, Vodafone said: “It has been a difficult 18 months for many people, so we wanted to create a campaign that is entertaining, optimistic and light-hearted. Sport can offer escapism and we wanted to celebrate the positivity of the game throughout our television campaign.
“Right now, connection, unity and community are more important than ever, and we want to make sure that fans feel connected and united to the Lions throughout the highly anticipated Tour to South Africa this summer.”
The campaign will launch on ITV1 during the England vs Scotland UEFA Euro match on Friday 18 June and will be used in live Lions games, with the first broadcast in the Vodafone 1888 Lions Cup vs Japan on Saturday 26 June.
Vodafone is Lead Partner of the British & Irish Lions for the 2021 Tour of South Africa. As Lead Partner, Vodafone’s logo will be displayed on the front of the Lions shirt, making Vodafone an integral part of the ‘Sea of Red’ that will sweep every ground and city it travels to. The sponsorship also includes the provision of communications equipment to keep everyone involved in the Tour connected and technical support for training and player performance.
Notes to Editors
About British & Irish Lions
The British & Irish Lions are one of the most famous teams in the world of rugby. Every four years, the Lions – selected from the national sides of England, Wales, Scotland and Ireland – head to the southern hemisphere to do battle with rugby heavyweights New Zealand, Australia or South Africa.