Road to Twickenham

BMW has sponsored England Rugby, from its grassroots to the Elite squad, since 2012. In that time BMW has played a critical role in shaping English Rugby. The year England hosted the Rugby World Cup, BMW remained shoulder to shoulder with the team and nation, in the fight to win the sport’s greatest trophy in its spiritual home of Twickenham.

The Insight

The anthem of English Rugby, Swing Low, Sweet Chariot, is a song about deliverance to the Promised Land.

The Idea

Use Swing Low, Sweet Chariot, as our rallying cry and vehicle to galvanise the nation, on a journey along the highways and byways that lead toward Rugby’s Promised Land, Twickenham.

The Work

Cinematic in style, this brooding 90-second film follows a fan’s journey from crack of dawn in the North of England to the hallowed grounds of Twickenham on match day. The soundtrack is as powerful as the landscape. The rousing chant of ‘Swing Low, Sweet Chariot’ builds while day breaks, becoming a roar as the BMW pulls into Twickenham. The film ends on the line “Some roads aren’t meant to be travelled alone”.


fans sang the soundtrack

The Client

BMW UK Marketing Director Uwe Dreher “BMW understands passion, dedication and determination. We share that with rugby fans. ‘The Road to Twickenham’ is not a badging exercise, in fact our brief to FCB Inferno for this film was the opposite. ‘The Road to Twickenham’ is here to celebrate the excitement we share for rugby and the RBS 6 Nations, but is ultimately for the fans".