Rugby superfan Tim returns in MasterCard New Zealand’s latest campaign via McCann
He’s worked his way into the hearts of New Zealanders and became Richie McCaw’s best mate, and now rugby superfan Tim is at it again in a MasterCard promotion campaign crated by McCann Sydney, trying to win tickets to the Rugby World Cup 2015 finals.
The campaign invites New Zealanders to register then Tap & Go three times to win tickets to RWC2015 in London for themselves and three friends.
The TV spot shows Tim dragging rugby superstar Richie McCaw across a mall, to the cinema and a questionable trip to the hairdresser in a bid to Tap & Go three times, so he can win RWC 2015 tickets and join his ‘best mate’ in London.
The campaign includes TV, out-of-home and additional video content 
for social channels. Fans can register to win the promotion at mastercard.co.nz/RWC2015.
Tim made his first appearance in MasterCard New Zealand’s advertising to promote card usage, in 2012, in a spot titled “Check In”. The TV spot was voted by Kiwis as their favourite TV ad of 2012 at the ‘Fair Go Advertising Awards’ and the follow-up campaign won the same honour again in 2013, while the 2014 spot made the awards shortlist.
Says Dejan Rasic, ECD, McCann Sydney: “Tim has become a bit of a celebrity in New Zealand with his infectious enthusiasm for rugby and his friendship with Richie, and we always have a lot of fun bringing him to life for MasterCard. Recurring characters aren’t as common in advertising as they used to be, so it’s a great opportunity for us to develop a consistent campaign and tone for one of our longest-held clients.”
This is Tim’s fourth appearance in a MasterCard campaign.
MasterCard
Michelle Pilot, Head of Marketing Australasia
Anthony Dumont, VP, Consumer Marketing
Kylie Bonassi, Program Manager, Consumer Marketing
McCann Sydney
Executive Creative Director: Dejan Rasic
Copywriter: Jack Wall
Executive Director: Alex Baker
Senior Account Director: Jonathan Rhyddrech
Senior Account Manager: Daniel Larcombe
National Head of Broadcast: Colin Tuohy
Production: Rabbit
Director: Jesse James McElroy
DOP: Crighton Bone
1ST AD: Seumas Cooney
Executive Producer: Alex Hay
Producer: Julianne Shelton
Post production: The Editors
Editor: Jessica Mutascio
Online: ALT FX
Sound: Song Zu
Creative Director & Composer, Sydney: Ramesh Sathiah
Sound Designer, Sydney: Myles Lowe
Producer, Sydney: Jess O’Byrne
1 Comment
I am a real fan of the earlier ads in this campaign, however I feel these executions fall short. The ‘Ruck and Mall’ ad is by far the best, but the other executions feel forced and overplayed. The ‘Dance Dance’ spot in particular was hard to watch.
One positive is that Richie’s acting seems to have moved up a notch. Which isn’t to say he’ll be appearing on Shortland St anytime soon, but he’s getting better.