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O2 “Be Their Armour” 2020

O2 “Be Their Armour” (2020) is an O2 commercial directed by Sam Brown for VCCP, produced by Rogue Films. It won 2 awards, including Creative Circle 2020 Bronze FILM CRAFT - Best Cinematography (single).

This ad depicts a fantastical, ancient world where people forge armor and prepare for battle, culminating in a modern rugby team running onto a field, symbolizing the support for England's rugby team.

Video: VCCP on Vimeo

Shot by shot

  1. An aerial shot captures a vast, lush green forest with towering rock formations under a bright sky, with sunlight filtering through the trees.© O20:00
  2. A young deer stands alert in a lush green forest next to a small stream, bathed in dappled sunlight.© O20:03
  3. A young female archer, dressed in black and wearing a face covering, aims her bow and arrow in a forest.© O20:09
  4. A group of people in traditional Asian attire are walking through a lush, green forest with a river and a stone bridge in the background.© O20:19
  5. A blacksmith's hand holds a metal object, heating it in a fiery forge, with light rays shining through wooden slats in a dark workshop.© O20:26
  6. Three ancient, weathered metal masks with distinct expressions are seen in a row, with steam rising around them in a dark, mysterious setting.© O20:33
  7. A person in traditional Japanese attire, with a red headband and black face covering, vigorously plays a large taiko drum outdoors.© O20:39
  8. A person's hand delicately paints a red and white rose onto a white surface, possibly a cake or ceramic, in a close-up shot.© O20:44
  9. A young man in white samurai armor looks directly at the camera as two hands adjust his helmet.© O20:53
  10. A male rugby player in a white jersey stands among a crowd of people, looking determined in a dusty, chaotic environment.© O21:03
  11. A knight in shining armor on a white horse rears up in a medieval village, surrounded by cheering people in white t-shirts.© O21:08
  12. Armored knights on horseback charge through a dusty field, carrying banners with red roses, as other people in white shirts run in the background.© O21:18

Stills © O2. Made by VCCP, Rogue Films and Sam Brown.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Ancient warriors and modern rugby players unite through the spirit of support.

Tagline: “Be their armour. #WearTheRose”

ancient warrior culturehero's journey preparationsymbolic transformationepic battle anticipationcommunity rallyingmodern sports analogy

The cut

Length
90 s
Shots
55
Average shot
1.6 s

What creatives use O2 “Be Their Armour” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of O2 “Be Their Armour”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    An aerial shot captures a vast, lush green forest with towering rock formations under a bright sky, with sunlight filtering through the trees.© O2A young deer stands alert in a lush green forest next to a small stream, bathed in dappled sunlight.© O2A young female archer, dressed in black and wearing a face covering, aims her bow and arrow in a forest.© O2A group of people in traditional Asian attire are walking through a lush, green forest with a river and a stone bridge in the background.© O2
    Frames from O2 “Be Their Armour”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of O2 “Be Their Armour” in order, with its length, framing and what happens in it.

    An aerial shot captures a vast, lush green forest with towering rock formations under a bright sky, with sunlight filtering through the trees.© O2A young deer stands alert in a lush green forest next to a small stream, bathed in dappled sunlight.© O2A young female archer, dressed in black and wearing a face covering, aims her bow and arrow in a forest.© O2A group of people in traditional Asian attire are walking through a lush, green forest with a river and a stone bridge in the background.© O2A blacksmith's hand holds a metal object, heating it in a fiery forge, with light rays shining through wooden slats in a dark workshop.© O2Three ancient, weathered metal masks with distinct expressions are seen in a row, with steam rising around them in a dark, mysterious setting.© O2
    Length: 90 s · Shots: 55 · Average shot: 1.6 s

  3. 03Ad ideas: every spot built on a symbolic transformation

    Before you present an idea, you need to know who has done it, and how.

    O2 “Be Their Armour” is built on a symbolic transformation. Search the library by idea to see every spot that uses it.

    Mercedes-Benz “Mercedes & The Wind”© Mercedes-BenzDouleurs Sans Frontieres “Stop Pain”© Douleurs Sans FrontieresAxe “Peace”© AxeAssassin's Creed “Unity”© Assassin's Creed
    Mercedes-Benz · Douleurs Sans Frontieres · Axe · Assassin's Creed

More commercials by Sam Brown

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Award-winning telecom commercials

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  • Skinny "Friendvertising" (2022) commercial still© SkinnySkinny “Friendvertising” 2022Dir. Dave Wood · Colenso BBDOEffie Awards Grand Prix 2022
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • STC "What Are We Allowing" (2019) commercial still© STCSTC “What Are We Allowing” 2019J. Walter ThompsonDubai Lynx Grand Prix 2019
  • BT "It's Good to Talk" (1996) commercial still© BTBT “It's Good to Talk” 1996AMV BBDOIPA Effectiveness Awards Grand Prix 1996
  • Spark New Zealand "It's Better With Spark" (2026) commercial still© Spark New ZealandSpark New Zealand “It's Better With Spark” 2026Dir. Damien Shatford · Colenso BBDOCiclope Gold 2026

Questions

Who directed the O2 “Be Their Armour” commercial?

Sam Brown directed it, produced by Rogue Films, for the agency VCCP.

Which agency made O2 “Be Their Armour”?

VCCP created it for O2 (2020).

What awards did O2 “Be Their Armour” win?

2 awards, including Creative Circle 2020 Bronze FILM CRAFT - Best Cinematography (single) and Creative Circle 2020 Bronze FILM CRAFT - Best Production Design (single).

What is the tagline of O2 “Be Their Armour”?

“Be their armour. #WearTheRose”

Sources for the credits and awards

web.archive.org