This entry was posted on Wednesday, August 17th, 2011 at 4:59 pm and is filed under New Zealand, Sport.
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I’ve always felt that “rugby culture” has a really bizarre undercurrent of suppressed sexual tension just below the surface. All those monosyllabic pet names, army showers, packing your head down between your mates’ rump etc.
This thing just reaffirms my suspicions. Get your rocks off with a game of rugby, not with your partner? Righto….
Just saw these important questions posed:
Is sex OK if I switch to 2Degrees or Vodafone?
Does the 23 October end date assume the ABs will make the final?
Is it for the duration of the cup or just during the games?
If Telecom were to go f___ itself, would it be in breach of the rules?
It’s somewhat relevant where men are away from home to go to the games and the brothels are too busy catering to visiting supporters with more money – this must be why we have a former hooker fronting this campaign … though perhaps the advertising campaign should have been what people will do, for love of the game, rather than confusing it with being, on the game … or waiting for the games to finish before going back home to the one who will still have you, when you’ve blown all that money on tickets.
Little wonder that NZ languishes at the bottom of the OECD in just about everything when our “corporates” (as the media arses like to call them ) can only come up with innuendo to sell themselves.
Air NZ included.
Come on Bruv, lay off the curmudgeon pills for a couple of months and go with it. The AB’s will win, and I’ll take a wee pin to the bubble by pointing out that you’re still second rate ‘cos you only win at home 😉
Oh, and the main beneficiary of this campaign would seem to be Dime’s bank balance…
1. many a time supporters have got out of bed to watch a game of rugby played overseas but this time the games will be played here. Played when he would, unless he had something better to do in bed, not be lying on it.
2. the importance of earnestly doing nothing but follow the Cup for 6 weeks is stressed here, unless you have some reason to abstain and go to bed before you were ready to sleep.
I think Pete George is right. Inane and inappropriate. I’m surprised Lucia Maria hasn’t picked up on the fact that a promotion such as this isn’t really suitable for general consumption, kids especially. Sex should be talked about, but not trivialized.
You know, with so many dumb rugby players around I used to think, well at least there’s Fitzy, but now I realise that I have been deluded for a very long time.
The All Blacks brand and corporate attitude stinks, this idea stinks, their stupid shirts stink.
Quite frankly I am utterly uninterested in the world cup at the moment, actually, even the America’s cup is better now with those catamaran things they have been using, at least there is a chance of a collision or a high speed wipe out.
So with rugby we have big men in tight sports clothing and occasionally makeup wearing homo erotic players telling me to stop having sex with my wife for a couple of months?
Pathetic. Show your positive support by a negative. Patronize and offend your audience. Associate rugby with wowserism. No party central.
Are advertising agencies and corporates all run by adolescents who think sniggering about sex is hilarious?
Why not abstain from alcohol? I’d like to abstain from paying for it.
The Aussies will have a field day especially as they see all the glum drongos wearing black castration rings. As one said, Kiwis truly are wankers.
Why? Just why? Advertising FAIL. Marketing 101, not every one is into your “brand”. Mind you, if it stops the stupid underclass breeding shit-bags that we all end up paying for, then I’m all for it. That ought to get the hand-wringers in a lather.
I’m in a similar boat to Big Bruv- I played rugby for 20 years, grew up with the game. I lost all respect for the fluoro boot, tight shirt wearing ‘Adi- Blacks’ several years ago. I think it was about the time they tried to cover up the fact a couple of players damn near broke O’Driscoll’s neck off the ball…Or it might have been when they turned up to the World Cup in 2007 strutting around like male models before losing in the bloody quarters, then making every pathetic excuse under the sun….since when is the World Cup ‘ours by right’??
I find this whole advertising campaign laughable- but then is it even as cringeworthy as taking a pile of dirt to the tournament and sitting it in the stands watching the All Blacks (One speck of soil from each rugby ground in NZ- remember the embarrassment)??
Mark Watts, the Telecom ad guy says that the campaign is ireverant, humouress and edgy. No it isn’t. It is and will be embarrassing. The only humour will be people from other countries taking the piss. Another stupid idea by ad people who think they are so clever. By the way, Mark’s phone number (taken from his press releases so it is public info is 0272 504 018) if you want to ring and leave him a message.
I hope someones decision making priviledges are revoked forthwith. Seriously, how can they get all the way to a finished advert without someone saying: “hang on, this isnt as funny as we thought it would be…”?
I think Mark Watts should join Adidas. If Telecom think this is ‘irreverent, humorous and edgy’ they have completely lost the plot. Thanks for making us an international laughing stock.
Watts and Reynolds – you are total plonkers! Another example of overpaid executives stuffing their brand! If the chairman of Telecom is worth his fee then he should be giving Reynolds a reprimand. One of the boards key roles is setting the corporate direction of the enterprise. Perhaps Reynolds and Watts could explain how this PR balls up assists in furthering Telecom’s corporate objective.
I find it hard to express my contempt for this drivel. To associate a major brand with this tripe is stupidity. If any marketing exec or ad agency had shown this concept to me in my 25 years of corporate life I would have shown them the door.
Would love to have been a fly on the wall at the “strategy” and “brain”storming sessions between Saatchis and Telecom to come up with this dross.
I bet they referred to the Air NZ Rico viral campaign a lot, and this is an attempt to out edge and out humour Rico.
It’s just too try hard and not funny. For a joke to be funny there has to be some relationship to a truth, and the contrast too, or imitation of that truth is where the humour comes from. How does a fat middle aged bloke like me, abstaining from sex, help the AB’s win? I can’t see any connection.
But what I hate most about this campaign is that it is cheapening the All Blacks – the ultimate family brand in NZ. About the one thing that is capable of obtaining unconditional support from toddlers to pensioners, from pakeha to maori to PI to asian, straights and gays, men and women etc. I know everyone doesn’t like rugby but I can guarantee there would be strong support for the AB’s from someone in every demographic your marketing department could slice up. Why mess with that, the AB’s aren’t edgy and whoever thought that was the right thing to try is a moron.
You can kind of excuse Saatchis for this compaign – after all they are in advertising and no-one should really expect adult behaviour from them, but the custodians (NZRU) of something we all own (the All Blacks) have miscalculated so badly they should be fired. Unless they are telling us the All Blacks no longer belong to ordinary New Zealanders, which judging by their administration of the game over the last decade may well be true. I don’t even blame Telecom – they have a long record of stupid decisions – but the NZRU have screwed up – they are destroying the bond the All Blacks have with their real owners and paymasters – us.
I don’t care about most stupid branding, advertising and marketing, including the Adidas jersey overcharging furore which was hardly a revelation. They either succeed appealing to a demographic and get more business or they don’t. Ok, somethings aren’t flash, coloured boots are an awful clash with the team uniform so shouldn’t be allowed, makes the players and the rugby union look like brand whores.
This Telecom debacle is on a different scale. It’s up to Telecom regarding the impact on their market, but this campaign has a wider effect, it’s excrutiatingly embarrassing for the RWC, the NZRU and the country.
It’s not just lame, it’s lamentable. It’s time I changed my mobile, I was going to wait until I had to to change next year but this is enough incentive to do it sooner.
Griff – I think that’s a bit of a myth. I seem to recall RNZ’s Mediawatch running an item about this a few years ago after it was reported that there were more incidents of domestic violence in Christchurch after an All Blacks loss.
No – not too subtle. It just doesn’t work. The precis that the “joke” is built on
a) isn’t funny (yet to see a comment from anyone except a Telecom marketing guy that claims “it’s funny”)
b) has no internal logic
c) has no connection to either the all blacks or AB supporters
I appreciate subtlety but this is so obtuse it’s lost on everyone. Unless it’s a cynical ploy to create something so stupid that a controversy is created to get the mug punters to talk about brand Telecom/brand all blacks. But IMO there is “good” marketing buzz and “bad” marketing buzz.
I think Telecom will be quite happy with their efforts: Look at the uproar – lots and lots of people will have seen the ad, they’ll be getting international mentions and everyone knows about Telecom. in addition they get to look contrite when they pull it and everyone is talking about it. Marketing win all around.
After all, it’s not as if any of their customers will actually go to the effort of cancelling their subscription – far too p(f)lacid for that.