Rexona and the All Blacks ‘move together’ in new TV campaign via Spark PR & Activate + Curious
Rexona – proud sponsor of the All Blacks since 2009 – has created a new campaign via Spark PR & Activate and Curious, inspired by the brands purpose of movement encouraging New Zealanders to move together with their goal to go back to back in the UK.
The TVC is directed by Kiwi Miki Magasiva, filmed in iconic Auckland locations including the Viaduct, Victoria Park, the Teps, Eden Park and also features the song FTW (For The World), by popular New Zealand group Six60, which is also the first single from their latest album Deluxe.
Rexona is also giving New Zealanders the opportunity to show their support by giving away exclusive supporters gear from their local supermarkets.
Says Jon McCarthy, marketing director, Rexona: “Rexona are extremely proud sponsors of the All Blacks. We want to help celebrate the connection New Zealander’s feel towards such a great team during such an important time with a purpose that has such strong synergy across the two brands.”
Says Mike Harland, head of content, Spark PR & Activate: “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.”
Says Hannah Houtman, business director, SparkPHD: “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.”
Says Miki Magasiva, TVC director, Curious: “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.”
Says Matt Noonan from Curious: “It’s always a great honour and responsibility to be entrusted with the All Blacks brand, a big thanks to Rexona and Spark PR & Activate for the opportunity.”
The unique Rexona Motionsense technology contains motion-activated fragrance capsules that break with friction, releasing bursts of freshness as you move throughout the day.
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
1 Comment
And the AB sponsorship ads just keep getting worse..seriously, what a hugely disappointing array of communication going into this RWC for the ABs. Hopefully the All Blacks can clear their heads of all this humiliation before they play.
Oh, and why is there a directors cut for this?