Bloodied Home Nations Rugby Players Star in New Howick’s Campaign

Four battle-scarred home nations rugby players star in a new digital outdoor campaign for Howick, the House of Fraser menswear brand.

Howick’s new ‘Man’s Wear’ campaign, created by BMB, features the England team’s Anthony Watson, Scotland’s Blair Cowan, Ireland’s Ian Madigan and Welsh outside-half Dan Biggar. 

Each player is sharply dressed in Howick’s new autumn/winter collection and sporting the ultimate Howick ‘Man’s Wear’ adornment - scars from the rugby pitch, including eye and head gashes and taped up fingers.

The rugby stars wear it all with pride and adopt a self-assured pose in the moving image creative.

The ‘Man’s Wear’ campaign demonstrates Howick’s unique approach to smart casual tailoring and uses real rugby players to show that the Howick man is tough, real and unafraid to get into a scrum – in contrast to the models used by other men’s fashion labels.  

The campaign launches on Tuesday, September 8th, and will run across major digital outdoor sites across London, including Waterloo station.

The moving image creative builds on the success of the previous Howick ‘Man’s Wear’ campaigns also featuring professional rugby players.

Richard Wilcock, Account Director at BMB, said: “The ‘Man’s Wear’ campaign is a source of immense pride for us as it shows how a relatively unknown brand can drum up talk-ability and stand out in a category dominated by advertising that is often indistinguishable amongst competitor brands.”