The ad, created by Lowe for the Rugby Football Union, promotes the tournament being held on June 6-7.
It shows a vicar holding a funeral on a blustery grey day. While he gives his graveside eulogy and the mourners comfort each other, a shout is heard. The vicar looks up as he is saying "Almighty God" and a streaker comes into shot, completely naked and running past with an England flag.
The spot ends with the line "Save it for Twickenham", which has been developed by Lowe for other campaigns. It was created by James Springall and Craig Hanratty, and directed by Elliot Goldner at Frank Films.
The agency won the account in March and it is the first time that the RFU has undertaken major advertising push. The RFU is hoping to capitalise on the popularity of the sport following England's win against Australia in last year's World Cup final. It has been running ads in the national press, regionals and in specialist antipodean titles, to target rugby fans from Australia, New Zealand and South Africa.
Paul Vaughan, commercial director at the RFU, said: "It is important that we reach out to a wider audience and give those that have followed England in the World Cup or have an interest in the game a route into the live spectacle at Twickenham."
The ad can be viewed .
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