I watch ads before I read the press releases, and I'm not ashamed to admit it. Loved watching this girl, who is exceptionally well cast. Her facial expressions are so heartfelt, you can basically read her mind, practice and practice and then try try again. I recognise the feeling at once. In the end, she's practising a sport I never heard of, in a corner of Europe that I've only visited, but I know this. That's when you know the team has hit upon a universal truth and the director has managed to convey it. Again, props to the young actress who can sum up "I am frustrated with my non-progress" with a pout as she strolls home.
The GAA is Gaelic Athletic Association, the GAA is a place "Where We All Belong", because amateur sports brings us all together. As the agency, BBDO Dublin says;
"It is about the things we do, and the things we do together, that bind us to each other and nurture our community. It highlights the simple truth that whoever we are, whatever our role, we all need somewhere that belongs to us all. It is a celebration of young and old, players and coaches, club secretaries and supporters. It is "Where We All Belong." We have beautiful music to accompany the campaign by acclaimed Irish musician Colm Mac Con Iomaire and although it's an intrinsically Irish piece, I think it will resound with anyone worldwide involved in amateur sport. "
This is all very true, and it's very nice to be able to recognise that universal truth of the struggle to get better at something, while still not being familiar with the sport or the place. Frankly, this ad looks incredibly Irish, it is unashamed to be Irish, and I applaud that as well. Why should it look any other way when we are speaking to the people who will join and support and cheer the athletes from the Gaelic Athletic Association? It shouldn't, this is home. Well done.
Katie, the principal talent here, is practising to play something called Camogie. I just learned that this is the Irish stick and ball team sport played by women, the men's version is known as hurling and is the fastest game on grass in the world. I'm keen to watch some of these games now. Sounds like fun.
Agency: BBDO Dublin
Head of Account Management: Caitriona Ní Laoire
Account Manager: Alma Mannion
Executive Creative Director: Dylan Cotter
Art Director: Rob Murray
Copywriter: Des Kavanagh
Producer: Andrew Counihan
Production Company: Red Rage
Director: Lorcan Hynes