Directed by award-winning photographer, Alex Telfer, who is well known for his powerful, realistic and honest imagery, the TV commercial was shot in glorious Autumnal sunshine at various locations around Dublin and Wicklow.
One striking feature of the advert is that it features real rugby fans as opposed to actors.
Filming took place in many settings with fans from all walks of life. Scientists from a laboratory based in Dublin's northside, fishermen on the West Pier at Howth, firemen at Ringsend, office cleaners at East Point Business Park and farmers in County Wicklow all appear in the ad.
Local Dublin rugby players also make a cameo appearance at the end and appear in the players' tunnel at the Aviva Stadium.
Each fan plays a significant role in bringing 'This Is Rugby Country' to life, with everyone representing the anticipation, the build-up and the drama of the game.
'This is Rugby Country' draws on the bond of pride that unites rugby fans across the country, no matter where they are from and portrays the pride and character of both the fans and the players.
The initial outdoor execution, which was shot in Slattery's Bar in Dublin, now also appears in the TV ad with Slattery's own bar manager, Alex Cordero.
Speaking about the campaign, GUINNESS Senior Brand Manager, Stuart Kinch, said: "With 'This is Rugby Country', we want to show that rugby is part of who we are, it is embedded in our communities across the country, which is why we feel there is a real value in featuring genuine fans in these ads, not actors.
"This is one of the key ingredients of the campaign. The main stage for international rugby might be in Dublin, but its roots are spread across the country."
For further information about Guinness rugby and to get the latest news from the Guinness rugby players, log on to www.guinness.com/rugby or www.Facebook.com/GuinnessRugbyIreland.