Sportswear brand Canterbury has released a tongue-in-cheek take on the opening scene from 2002’s ’28 Days Later’, after 12 Leinster rugby players called up for the British & Irish Lions Tour.
With three times as many Leinster squad members called up than those from any other team, the film humorously depicts a Dublin left ’empty’ by the exodus of both players and fans.
The New Zealand-based brand, which is the official kit supplier of the British & Irish Lions team, parodies Danny Boyle’s famous 2000s horror, just as its long-awaited sequel 28 Years Later hits cinemas.
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“We wanted to have some fun with the fact that so many Irish players had been selected for the squad,” said Stuart Crossman, head of brand at Canterbury.
“Tapping into an iconic piece of film history felt like a perfect match, a quiet Dublin, and a cultural moment everyone’s talking about.”
According to Canterbury, the clip has already created a buzz within rugby circles on social media, tapping into the blend of both sport and film fandom.
