Owen Farrell and Jonny May Co-Star in O2 Brand Campaign

Members of the England Rugby team co-star in O2’s autumn campaign, Be Their Armour.

Owen Farrell for 02

Members of the England Rugby team including Owen Farrell, Maro Itoje, Jonny May, Ben Youngs, and Courtney Lawes co-star in O2’s autumn campaign, Be Their Armour, coinciding with the 2019 Rugby World Cup in Japan.

The advertising campaign aims to ‘unite fans and show how their support can be England’s armour’, and the telecommunications provider posted on social media ‘Rugby fans, this is your call to Wear The Rose.


The multi-million-pound brand campaign set to rally the nation behind the team will launch on Wednesday 18th September via O2 Priority and O2 social channels with support from key influencers, including England Rugby legend Jonny Wilkinson. The ad campaign will then go live on ITV on Sunday 22nd September.

The 90 second brand film sees mysterious riders burst into a remote forest settlement to rouse its shadowy inhabitants into action, following them through the forging and fitting of the mighty, rose-bearing armour of the England team.   Armed with the extraordinary and uniquely customised English Samurai armour that the fans have made, the players are then ready to face the world – standing side by side with their fans.

Created over a period of eight months, the ad is directed by the award-winning Sam Brown; responsible for some of the world’s most iconic advertising campaigns and music videos.

Nina Bibby, Chief Marketing Officer at O2, said, “As lead partner of England Rugby, we wanted to create a campaign that brings fans closer to the team and galvanises the nation to show their support and Wear the Rose.  Our players have now worn the shield of the samurai, but it will be the support from millions of England Rugby supporters both at home and in Japan that will be their armour on the pitch.”

Show your support for England Rugby and be their armour in Japan #WearTheRose’.

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