Right Guard differentiates itself amongst a heavily competitive market through its dry wit, so we sought to find the funny around an event that provokes tears more readily than laughter, The World Cup. Using a lie detector test and a terrifying interrogator in Amelia Dimoldenberg, Right Guard sponsored a content partnership with 90Min that provided England fans with unexpectedly revealing interviews from their idols. We asked the questions that real fans want answered; ‘Do you practice goal celebrations in the mirror?’, ‘Does Jamie Vardy like to party?’ and ‘Do you wee in the shower?’ with hilarious results. The content delivered uplifts in both consideration (29%) and purchase intent (30%).
