As rugby fever heats up in the U.K. ahead of England's hosting of the Rugby World Cup, this spot for U.K. mobile provider 02 promotes its sponsorship of the England team. What's unusual is that although it opens with a little boy playing rugby, encouraged by his dad, it's not really about the sport, but about the "power of support."

Various scenarios, featuring members of the same family, touchingly depict how having someone's support at the right moment can make all the difference: the father learns to swim with his family waving him on, the mother receives a text from her partner before a job interview, the older sister summons up the courage to talk to a boy, encouraged by her friends. Of course, though, they're all rugby fans. Blink's Tomas Mankovsky directed, for VCCP London.