Saturday, October 20, 2007

Advertising Success

Since the dawn of the professional era, Rugby has always punched above its weight with advertisers. Not only does the the TV audience for any big game overlap with a sought after demographic, but it's a sport brimming over with positive images of strength, speed, teamwork and passion.

2003 produced probably the best series of ads ever with the Nike's 'Keep the Ball Alive' campaign. Sadly they were never screened in the UK, allegedly because some chinless wonder in the Advertising Standards Authority felt they were a bit too rough.

This is what we missed out on:

Don't try this at home.

Many adverts play on Rugby stereotypes, though now and again an attempt is made to break with tradition. This example is a case in point, though the stereotype being broken is about our Gallic cousins, not the sport itself:

With kevball's greater numbers, any attempt to make comparisons between sports is usually avoided, or attempts to put the round ball game on a par with god's own sport, such as the Lewsey v Crouch Powerade commercial:

I prefer Land Rover's approach, again featuring Lewsey:

Anyone unfamiliar with the game may wonder why Land Rover would choose one of the girlie backs as a figure of intimidation. Matt Rogers, of Wallabies fame would be able to explain why Lewsey is a player the Springboks will be glad not to be facing this evening.

Here Lewsey perfectly legally takes his revenge on the none-too-bright Rogers' pathetic bitch-slap on him a few minutes earlier:

Apparently, Rogers, a keen surfer, has had to use a specially adapted board ever since this incident as the mangled state of his ribcage makes it too uncomfortable to lie on to paddle out on a normal one.

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