Hi-tech Ryder Cup ad breaks new ground

A spectacular television ad for the Ryder Cup will feature the most hi-tech special effects ever used in Ireland.

Sponsor of the tournament, AIB Bank has commissioned computer-generated graphics similar to those used in Hollywood blockbusters like Alexander and Gladiator to replicate large crowd scenes.

The 60-second ad, entitled Epic, was filmed over six days in Dublin, Co Wicklow and West Kerry last year.

It used 120 extras in the capital and more than 60 locals from Co Kerry in the production, which will be broadcast in May.

McConnells Advertising Agency handled the advertising campaign and Dublin film production firm, Blinder Ltd made the ad.

McConnells would not disclose the budget but said the ad features the most advanced special effects ever used in Ireland.

“The AIB Ryder Cup ad is a unique combination of footage shot on location in Ireland and the most sophisticated computer graphics technology available in the world today,” said Anna Walsh, account director.

“’Epic’ has provided AIB with an ad that is both innovative and cost effective and as prestigious as the sporting event itself.”

The ad is currently in post production with a computer graphics firm in Paris.

Blinder has already produced ads for Murphys, Spar, Knorr, Club Orange, Adamstown and Hibernian Insurance.

“None of these ads match the scale and budget of the Ryder Cup ad however,” a spokesperson said.

AIB has been working on its Ryder Cup sponsorship campaign since it signed the deal in 1999.

Sponsorship manager Jim Kelly declined to reveal the budget but added: “It’s certainly the most expensive ad campaign we’ve ever been involved in.”

The biennial golfing clash between the best golfers in Europe and the US takes place in the K Club on September 22-24.

It is expected to bring a €140m bonus for the economy – with a potential TV audience of one billion viewers.

Matches are set to attract 40,000 people a day and all hotel and guesthouse accommodation has been booked out for months.