The new Leinster Rugby season ticket ad is the most LEN-STOR thing you’ve ever seen

No evidence has yet emerged to suggest that this is some kind of elaborate spoof.

We are familiar with the idea that every single rugby match played is the last; an apocalyptic experience that draws on every ounce of resolve mankind can muster.

This ad is inclined to go a little further in that regard, though it can't quite decide if a little rough and tumble in the 22 should be portrayed as a tense hostage situation, a traumatic personal assault incident, or a treacherous border crossing into "the Holy Land".

No doubt, some will say they are downplaying the courage and reserves of human spirit involved at the breakdown or ruck-time.

It is notable too, in the selection of participants, that the ad directors didn't stray very far from the heartland when recruiting for this one. Maybe they didn't even leave Kielys.

Though Ross O'Carroll Kelly fails to show.

Perhaps this is the advertising Rugby Country wants. Or at least deserves.