The video – which can be seen at the bottom of this story – was made by creative agency BBH Sport, sees Jack Whitehall being shown the ropes by a host of England rugby legends including Jason Leonard, Lawrence Dallaglio, Martin Johnson and Jason Robinson, as well as women's international Maggie Alphonsi.
Whitehall is put through his paces as he tries out key techniques including taking part in a lineout against Martin Johnson and getting taken down by Alphonsi in a tackling lesson. As well as putting a fun spin on the game, the initiative aims to build excitement ahead of the World Cup.
Whitehall said: "Rugby is a fascinating and sometimes utterly baffling sport and the Samsung School of Rugby offers a light hearted look at the game to really get people excited about rugby. I had to sacrifice my health and wellbeing as I battled it out against the likes of Lawrence Dallaglio and Jason Robinson but think the end results are worth it. Though I doubt Martin Johnson will want to ever see me again."
The 60-second clip goes live today and will debut on Sky Sports with three spots during the England vs Ireland QBE International match, as well as simultaneously at Twickenham Stadium for fans attending the game. It will be followed by an eight-week TV campaign.
Alongside the TV campaign, Samsung has built an online hub that will feature information on rugby rules, an insight into the world of rugby from Samsung’s rugby legends, as well as rugby trivia. The hub will go live on 8 September.
There will also be content featuring England Rugby stars and Samsung ambassadors George Ford, Jonathan Joseph and Joe Launchbury explaining some of rugby’s more intricate terminology in six-second ‘tutorials with a twist’. Slow motion films of key aspects of the players game will be shown across Samsung’s social platforms throughout September and October.
Johnson, a former England captain and manager, said: "The Samsung School of Rugby is a campaign I am proud to be involved with, as by combining humour and technology it opens up the game to a wider audience. The role technology plays in sport has evolved hugely with fans now having the chance to interact with the game in new ways, helping engage people in the sport more than before. I believe this campaign is a perfect example of this new way of interacting."