TV ad: Bundaberg Rum Rugby Series Launch: Built by Rugby. Forged in Union

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SO&M Sydney has created a 60-second and 30-second TVC aimed at re-engaging the hearts and minds of Australian Rugby Union's heartland supporters. The idea behind this campaign is that all rugby players (from kids to club players, all the way up to the Wallabies) are ‘Built by Rugby. Forged in Union’. Passionate rugby fans love the game and love the fact that Rugby Union continually produces great men of character. They see rugby as a core part of making these people who they are. It instills a tremendous array of strong character traits such as a sense of loyalty, honour, commitment, courage, tradition, pride, passion and teamwork.