BMW rugby spot tracks 'The Road to Twickenham'

BMW: spot celebrates rugby sponsorship
BMW: spot celebrates rugby sponsorship

BMW has created a film titled 'The Road to Twickenham' to celebrate its sponsorship of 6 Nations and the RFU.

It charts the journey of a car on a dark, desolate road, driving through frost and rain through the English countryside.

Set to a haunting slowed down Rugby chant of "swing low sweet chariot", the car drives past a pub with St George’s flags in the window, a rugby shirt hanging on a washing line  and a solitary rugby player practicing in the snow.

As daylight approached the chant grows loader, reaching a roar as the car pulls into Twickenham stadium. The spot is designed to celebrate the passion and devotion of rugby fans and the soundtrack was recorded live on the pitch from 90,000 fans.

"BMW understands passion, dedication and determination," said BMW UK marketing director Uwe Dreher.

"We share that with rugby fans. ‘The Road to Twickenham’ is not a badging exercise, in fact our brief to FCB Inferno for this film was the opposite. ‘The Road to Twickenham’ is here to celebrate the excitement we share for rugby and 6 Nations, but is ultimately for the fans".

Brand: BMW

Agency: FCB Inferno

Chief Creative Officer: Al Young

Creative Director: Owen Lee

Read next

Wearables should empower us to break the 'smartphone shackles'

Friends without benefits: the trouble with women and tech

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free