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O2 draws inspiration from samurai culture ahead of the Rugby World Cup in Japan.

England rugby captain Owen Farrell and teammates Maro Itoje, Jonny May, Ben Youngs, Courtney Lawes and Elliot Daly appear as warriors dressed in bespoke English Rugby samurai-style armour. The ad is based on the idea that the support fans show their team will provide them with the armour needed to help them become world champions. It was created by James Rafter and Myles Vincent, and directed by Sam Brown through Rogue Films.