Gilbert stands out in Rugby World Cup ad showdown

Like a plucky local team that wins international gold in a sports movie, the ad that has most resonated with viewers during the Rugby World Cup is a nostalgia-rich spot for ball manufacturer Gilbert.
The brand may not be widely known, but it has managed to make the most of its close association with rugby to score with viewers. Ratings from market research agency System1, exclusive to Marketing Week, show Gilbert’s ad outperforming those from brands such as ITV, Land Rover, O2 and Guinnes