You Can't Handle The Truth

Wavemaker / Right Guard


In response to a client brief requesting for a campaign that resonated with the brand’s everyman audience, Right Guard delivered one of the most memorable and amusing campaigns around the World Cup.

As Right Guard differentiates itself amongst a heavily competitive market through its dry wit, we needed to find the funny around an event that provokes tears more readily than laughter. 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.

Determined to get beneath their media training, we asked 6 Premier League players 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 consideration (29%) and purchase intent (30%) amongst those who were exposed to the series as well as provoking wider conversation, with responses from the featured England stars appearing in national newspapers articles from the likes of The Daily Mail, The Express and The Daily Star.

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