Ever wonder how they test gum shields?

By Peter O'Dwyer

@peterodwyer1

Some people really will go to any lengths to sell their products, including it seems taking a football to the face from an All-Ireland champion.

The lads at Impact Gumshields and the initially cheery-looking James in particular, took their marketing stint to a whole new level in a scene somewhat reminiscent of, if much more hardcore than, Harry Redknapp’s recent travails….

…and slightly older unfortunate football encounters:

We all know what it feels like to get one in the kisser and the results are seldom pretty as you can see in the aftermath. With Jonny Cooper in the role of assassin, all we can say is Bravo James!

As mentioned in the video, Leinster outhalf Ian Madigan took a rather more underhanded approach to the test, aiming for another of the more sensitive body parts.

A play straight out The Simpsons’ classic ‘Man Getting Hit With Football’. We’d like to see him try it with someone like Kieran Read next month!

With gumshields becoming compulsory for gaelic footballers of all age-grades from next January, the reward might well be worth the pain.