This campaign specifically targeted rugby fans so we used rugby union terminology which they would understand, e.g. grubbers, garryowens, rucks etc. along with familiar phrases employed by Irish rugby fans e.g. "what could've been".

The line "the silence before the kick" and the subsequent pause reflects the tradition in Ireland's rugby stadium of descending into complete silence as a player lines up to take a conversion or penalty kick. The eruption of cheering afterwards gives the impression of a point being scored. Similarly the cheers throughout mimic the ebb and flow of the action taking place on the field.