Just what the world needed – another grim, gritty, dark, determined spot from one of the All Blacks’ countless sponsors. This one was created by Spark PR & Activate and Curious, and directed by Miki Magasiva in all the usual locations (the Teps, the Viaduct and Eden Park).
The TVC features the song FTW (For The World), by Kiwi group Six60 (it’s also the first single from their new album Deluxe).
“Rexona are extremely proud sponsors of the All Blacks,” said marketing director Jon McCarthy in a release. “We want to help celebrate the connection New Zealander’s [sic] feel towards such a great team during such an important time with a purpose that has such strong synergy across the two brands.”
Spark PR & Activate head of content Mike Harland said: “The film isn’t about showcasing how much the All Blacks move versus the fans, but instead it highlights how we all move together. Ultimately, it’s a celebration of unity, and demonstrates the importance of movement in our everyday lives.”
SparkPHD business director Hannah Houtman said: “The media strategy involves leveraging our sponsorship with the All Blacks to communicate the new Rexona technology – Motionsense. Media will drive awareness of the film, in addition to targeting relevant environments during the RWC in order to deliver greater resonance.”
Magasiva said: “Our story tries to capture the qualities New Zealanders are known for: an unassuming, humble and hardworking people who get behind their favourite team in their own way. I hope we did it.”
The unique Rexona Motionsense technology, apparently, contains motion-activated fragrance capsules that break with friction, releasing “bursts of freshness as you move throughout the day”.
CREDITS
Brand: Rexona NZ
Content Agency: Spark PR & Activate
Head of content: Mike Harland
PR Agency: Spark PR & Activate
Account Director: Cassidy Meredith
Media Agency: Spark PHD
Production Company: Curious
Executive Producer: Matt Noonan
Director: Miki Magasiva
DP: Andrew Stroud
Editor: Luke Haigh
Music: Liquid Studios
Composers: Six60
Client: Unilever
Marketing Manager: Jon McCarthy
- View the director’s cut below
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