Peugeot has created a TV ident featuring Kenny Rogers' tune The Gambler - the song that has become the England rugby union team's dressing room theme tune - as advertisers line-up to launch last-minute campaigns ahead of Saturday's Rugby World Cup final.
The French car manufacturer, an official sponsor of ITV's Rugby World Cup coverage, has made a last-minute 10-second ident to support England's bid to retain the trophy in Saturday night's clash against South Africa in the final.
Peugeot's new RWC ident has been created by ad agency Euro RSCG to go with the 26 developed to support Peugeot's sponsorship.
The song has become associated with the England team's change of fortune in the World Cup and has seen a surge in popularity since clips of the squad singing it in the changing rooms emerged.
Kenny Rogers, wearing an England rugby shirt, created a clip in acknowledgement and support of the team adopting his song for the Telegraph.co.uk website.
ITV is launching a promotion under the banner "One Big Weekend" to promote its bumper weekend of two hours of The X Factor live, the Rugby World Cup final and the culmination of Lewis Hamilton's Formula One title bid in the Brazilian Grand Prix on Sunday afternoon.
A 30-second trail, featuring the Editors' "Smokers outside the hospital doors", will promote the two sports events, while shorter break bumpers will push all three.
On Saturday short break bumpers will push good luck messages for the England rugby team.
ITV lists Guinness, Magners, Powergen, Panasonic, Pioneer, Renault, Ford, Silverjet, BT and Audi's new R8 campaign as signing up to advertise around tomorrow's night's rugby final.
Cadbury's gorilla will be making a return for the rugby final tomorrow night with another message - following on from the "Come on lads" line emblazoned on the drum kit in the England versus France semi-final last Saturday - with a 90-second ad during the 7.45pm to 7.50pm ad break prior to kick off.
Adidas has launched a last-minute press ad, developed by TBWA/London, paying tribute to Jonny Wilkinson's nerves of steel and his critical role in England's success.
The ad, called Jonny's Prayer, shows his hands clasped together in the posture the fly-half adopts while lining up to take a shot at goal.
Adidas' new ad runs with the line "79th minute. All square. Impossible is nothing".
Rival Nike is extending its "Not without a fight" press campaign to radio and online.
At notwithoutafight.co.uk visitors are greeted with the line "For if the Boks want what is ours, be warned, not without a fight" - similar patriotic rhetoric appears in the radio ad - alongside clips of the England players talking about the tournament.
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