The All Blacks are legend to rugby fans everywhere. During Lucire’s visit to Champagne, France, we recall that, during an All Blacks’ tour, the hosts had resigned themselves to the visitors winning. ‘Ah, les All Blacks. We are going to lose,’ said all one needed to know about the might of New Zealand’s national rugby team. Even politicians are riding off the team’s success.
Rexona, which has sponsored the All Blacks since 2009, has launched a new campaign with a TVC directed by Miki Magasiva. Andrew Stroud served as the director of photography, with Luke Haigh editing the spots. Featuring the song ‘FTW’ (For the World) by New Zealand group Six60, from their new album Deluxe, and members of the team shot at locations including the Viaduct, Victoria Park, the Teps and Eden Park, it’s typically evocative with a style that All Blacks fans will love.
Rexona’s latest innovation is called MotionSense, an antiperspirant deodorant with fragrance micro-capsules that are activated by the friction from movement. And what better a way to get rugby fans into moving than showing the world’s mightiest squad? As they train, we move in our exercise, our work, and our fandom, reminding us not only of Kiwis’ support of the ABs, but running home the message about motion, and MotionSense.
The campaign was created by Curious, and Spark PR & Activate.
The timing, of course, coincides with the Rugby World Cup, and what better connection than one with one of the favourites, a team admired even by other nations?
Video sponsored by Rexona