Back in the 1990s, the GAA linked up with Guinness to market the hurling championship in a manner which accentuated the glamorous side of the game. It was all special effects and gladiatorial combat.
In the youtube era, they've pared it back a bit. It's all gone a bit Ken Loach. The emphasis being arty shots of folk doing mundane things in training. The whole thing is overlain with classically poignant montage music.
Their latest offering is a classic of the genre.
The ad focuses on 'commitment' and features, among others, Limerick corner back and All-Star last year, Seamus Hickey who spoke of the chaos involved in balancing the final year as an undergraduate with preparing for the championship.
Worth a watch.