Welsh rugby club draft in Michael Sheen for epic video ahead of new season and people love it

By Mark Orders

Promoting a sports team or an event can be harder task than it seems.

Trumpeting an England v France rugby international in 1993, a famous footwear company ran an advert comprising three words: “Agincourt, Waterloo, Twickenham.”

Over the top, anyone?

Anyway, Aberavon RFC manage to press the right buttons.

Read more: Welsh rugby club's brilliant gesture to people who need it most

A couple of years ago they made a much-acclaimed short film promoting the club ahead of the new season and they have repeated the trick, perhaps even surpassed themselves, with an effort for the club’s 2021-22 campaign that people are describing as ‘unreal’, ‘fantastic’ and ‘spine-tingling’.

It features Hollywood film star Michael Sheen speaking from the Talbot Athletic Ground itself about the club, their history and how they have long been an integral part of the community.

Made by bilingual media production company Buffoon Media, the video's inspiring prose comes from Welsh writer Sara Lewis.

Standing on the pitch, Sheen starts by saying: “We know all about magic here – here, in this little big town of ours, where this patch of green earth is our very own universe.

“Stand in this place long enough and you’ll feel it too.

“The ground beneath your feet, abuzz with the echoes of a thousand scrums. Murmured whispers of crowds standing in a choir, singing their aria of tactics and sorrow and joy.

“Ours is a story 145 years in the making. Driven by a sense of perthyn, belonging, it is a story of resilience and passion. Of family and tribe. Of fortitude.”

His words resonate, evoking the passion for the game in the steel town and how the club has shared in the highs and lows of the people who have lived there and continue to live there.

Cutting to different shots, including one of the nearby steel works, the actor who was raised locally, continues: “Our roots run deep. From Mynydd Dinas to Swansea Bay and beyond, under the gaze of an iron dragon who never sleeps.

“Heroes have been made here in this cauldron of hope and possibility, where Bevan and Shell, Mainwaring, James and O’Connor were torchbearers, illuminating the path ahead.

“On the pitch and on the battlefields of two world wars.

“And throughout each chapter of our history we have been bound by the unbreakable bond of community, woven into all we do.”

Michael Sheen on Aberavon seafron (South Wales Evening Post)

Sheen finishes with: “We are the Wizards of Aberavon, where a try is worth so much more than five points. It also means the effort to accomplish something.

“So come, the croeso here is quite something.

“Come, and be part of the magic too.”

It is evocative stuff, with a superb delivery from Sheen. One person who responded to the video said the 52-year had the “best Welsh voice in the world”.

The club’s commercial team and their partners Buffoon Film and Media have done a top-notch job, yet again setting the standard for such matters.

If seasons were judged on who made the best promotional films, the Wizards would have their name on the trophy now.


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