The idea is to demystify the sport ahead of the Rugby World Cup, with Whitehall as the baffled everyman trying to grasp the rules under the scornful eye of rugby legends including Martin Johnson and Lawrence Dallaglio.

In a series of six films, Whitehall learns about the core elements of the game, taking part in a line-out against Johnson and being tackled by Maggie “the machine” Alphonsi.

The campaign is part of the wider build-up for the Rugby World Cup, with several brands capitalising on the fact that England is hosting the tournament.