Home Campaigns Ad of the Week AIB Marks GAA Sponsorship with New Campaign Created by Rothco

AIB Marks GAA Sponsorship with New Campaign Created by Rothco

Rothco, part of Accenture Interactive, has rolled out a new campaign as part of AIB’s ongoing sponsorship of the GAA. The new campaign, which is called ‘Tough Can’t Quit’ applauds the commitment of Club Championship players, coaches and fans who give everything they’ve got to the team and to making the sport great.

Following on from previous #TheToughest campaigns like ‘The Toughest Trade’, ’Road to Croker’ and ‘The Toughest Summer,’ the platform is now in its 7th year.

The 60” TVC showcases those who embody the spirit of our GAA communities and the campaign called upon a host of current club players, coaches, fans and family in favour of actors, to make up the cast and add to the intimate and familiar feel of the film. To preserve the personal atmosphere of the film, the shoot was kept intentionally small, allowing the creative team to capture the quiet moments behind the scenes, the moments that make people tough.

In addition to the 60” film, the agency has also created 30” and 20” ones – all of which were promoted on social media (Facebook, Twitter and TikTok). The campaign will also run on OOH and DOOH.

According to Ray Swan, creative director, Rothco: “Tough Can’t Quit” is all about the perseverance of the players of the club game, often with no real tangible reward at the end of it. They give up so much of their lives to their club and community – and they ask for nothing back. “Tough Can’t Quit” celebrates those who make up the backbone of the GAA in Ireland – the people you will never see featured as heroes of the sport, the people who don’t get the spotlight. These are the very people who define all that’s unique and special about GAA. So we’ve made heroes of them.”

“Our sponsorship properties across the GAA portfolio are very important to AIB. We’ve been a sponsor of GAA for over 30 years and we’re delighted to bring this new positioning for Club Football, Hurling & Camogie to life with our partners in Rothco, Accenture Interactive. “Tough Can’t Quit” shines a light on the everyday player who persevere without any obvious rhyme or reason. They persevere because of their commitment to their family, friends, teammates, and communities. We are really proud of the work and are delighted to get it out in the world,” adds Mark Doyle, chief marketing officer, AIB.


Chief Marketing Officer: Mark Doyle

Brand Manager: Michael Green

Assistant Brand Manager: Sinead McHugh

Digital Content Manager: Niamh Ferguson

Agency: Rothco, part of Accenture Interactive

Senior Agency Producer: Laura Cahill

Global Executive Producer: Jessica Derby

Creative Director: Ray Swan

Creative Team: Carina Caye & Eoin Conlon

Agency Director: James Moore

Senior Account Director: Sarah Murphy

Account Director: Andy Williams

Account Manager: Siobhan Carrabin

Strategy Director: Darius Pasalar

Senior Strategist: Darren Soon

Head of Studio: David Gallagher

Senior Finished Artist: Mickey Hughes

Print Producer: Willie Byrne

Production Company: Antidote

Director: Alan Masferrer

Director of Photography: Albert Salas

Producer: Andrew Freedman

Line Producer: Paula Stewart

Production Coordinator: Sarah Barr

Cast Coordinator: Kate Gurren

Location Manager: Peter Conway

1st Assistant Director: Jonathan Quinlan

Grip: Darrell Murphy

Sound Recordist: Rob Moore

Production Designer: Anna Rackard

Stylist: Sarah Flanagan

Hair & Makeup: Barbara Conway

Gaffer: Stephen McCarthy

SFX: Film FX Ireland

Medic & Covid Compliance: Blue Screen Medics

Editor: Dan Sherwen

Edit Assistant: Matt Gabzdyl

Post Production/Offline: Final Cut

Offline Supervisor: Maggie McDermott

Post Production Supervisor: Penco Post (Jen Connolly)

Post Production/Online: Screen Scene

Post Production/Online Supervisor: Sinead Bagnall

VFX/Compositor: Gavin Casey

Flame: Rob Murray

Colour Grade: Mikey Pehanich – Blacksmith

Sound: Blast Audio (Will Farrell)

Music: ‘Carved in Mayhem’ by Luke Atencio

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