As the 2017 GAA All-Ireland Senior Championships enter the final stages, Guinness has launched its latest TV advertising campaign, 'Behind Every Great Town' featuring Derry’s Slaughtneil Camogie Secretary Wendy McEldowney.

The captivating 30’’ film celebrates the everyday GAA volunteers, who willingly give their time in communities across Ireland all year round.

The advertisement, which debuted on TV on 13th August across the Island of Ireland, features Wendy McEldowney and three other real GAA volunteers from Castlegregory, Co. Kerry, Inishbofin, Co. Galway and Ongar, Dublin 15. Together, they represent the thousands of people throughout the Island of Ireland who findenrichment, enjoyment and a sense of community by immersing themselves in their local GAA club.

Wendy is Camogie Secretary at the Robert Emmets GAA Club in Slaughtneil, one of Ireland’s most remarkable GAA communities. Only founded in 1953, the club is the epicentre of community life and has helped to unite and grow the parish. As Secretary, she was an integral part of the club’s All-Ireland Camogie club final success earlier in 2017.

Speaking about her passion for the GAA, Wendy said: “You need the fire in your belly and the passion for the GAA to do what we do. There are many of us up here seven nights a week helping out. It’s all we live for. Everybody gets stuck in. Because you’ve got a sense of commitment for it, you are happy to become the chairperson, secretary or just be the general dogsbody. You will do anything that is needed to help drive the club forward.”

Commenting on the ad, Guinness Brand Manager Chloé McEvoy said: “Our ad celebrates the people, like Wendy, whose selfless efforts and dedication to their local clubs enhances the towns and communities they live in, as well as making the GAA the vibrant, progressive and inclusive organisation that it is today. Driven by a sense of pride and belonging, these volunteers truly are the life and soul of the GAA.”

The advert shows Wendy in her kitchen with some of her fellow volunteers as they organise a club fundraising event. She is seen dropping a poster into The Dugout bar in Maghera before returning with her colleagues to their club hall to prepare for the event. The TV advert also features life-long volunteer, Kerry’s Maurice Spillane of Castlegregory, who we see driving through the countryside to his club grounds to mow the field with his ride-on mower, a job he has done on many occasions through the years.

The campaign also includes 4 x 20 second films featuring each of the four GAA volunteers, including Wendy who tells, in her own words, her personal volunteer story to the backdrop of various landmarks in the Slaughtneil area. Wendy’s film will appear on digital channels from 12pm on 21st August.

‘Behind Every Great Town’ was created by communications agency, Wilson Hartnell, together with well-known Irish Director Brian Durnin and production company, Red Rage Films.

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