Tag: rugby world cup

how did lucozade already lost the rwc?

Keeping up with such an exciting Rugby World Cup, it would be wrong not to look at the aftermath of England’s dramatic early exit from the competition. We all know the consequences it will have for the country’s economy, the team’s sponsors and the nation’s moral state.

Lucozade thought they had a good idea when they activated the brand’s sponsorship of The Rose with a tongue in cheek effort that ended up with “for the home nation only” as a tagline.

Since then, Chris Robshaw and his mates have been ejected from their World Cup. Yet, that ad is still being smashed on pretty much every ad break. On top of the irony that the ad takes the piss out of the Aussies (who ended up giving a lesson to England), what is the relevance of the message now? Should the nation stop drinking Lucozade until the end of the RWC?

Why haven’t they planned for what happened on Saturday? Why didn’t they have a re-edit ready to go on air after the defeat? Or be flexible around their media plan? And why did they go for such a risky script to start with? So many questions that are rarely answered by brands in a similar situation…

The likes of Adidas and Nike are usually better prepared for such a scenario. After all they keep banging on with bold, inspirational slogans about glory and endorse teams and players all the time. For the 2002 Football World Cup, Adidas tried to hit big with a famous spot that pre-empted France’s success. After the team was knocked out during the group stage and without scoring a single goal, they released a different edit that felt like a natural sequel to the original one and looked forward to future glory. In a more recent example, the same Adidas invited key bloggers to watch the France team coach, that became infamous when the team decided to hold a strike against their management, being crushed to pieces to – once again – erase the past and look forward to future glory.

There is nothing wrong in crafting creative that relies on events you cannot control. That is as long as you are prepared with backup options when things happen.

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celebrate the game.

3 days into the Rugby World Cup and it’s about time I shared some work from the many brands out there trying to own their share of the game.

I’ll start with one of my favourites from Beats. Following on from their Football WC success (“The game before the game”), they carried on with long form content centered around the theme of preparation and anticipation with 3 films celebrating the stories of France (Fofana), New Zealand (McCaw) and England (Robshaw). “The game starts here” (what an evolved copy) is complete with some more content online around the 3 stories. Once again, R/GA showed that they know how to put a good narrative together and truly move their audience.

For those who are just getting into the Rugby vibe, Grey London and The Times went for the educational approach, with the “A to Z of Rugby“, hosted by international legends such as Lawrence Dallaglio, Sean Fitzpatrick and Gareth Thomas in a series of films attempting to decypher the language of the game with a light-hearted execution.

And the third one will have to bring some good around us. Rugby creates an interesting opportunity for blood donations. Both the natutre of the sport and its philosophy, built around respect and fair play, make it the right playground for such a message. That’s what the NHS tapped into with a bold execution around the iconic Rose. And they even went beyond by involving the legends of the game and their real blood. Watch it here.

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One will note that every ad break is filled with football-related messages (mostly betting) that might upset the true Rugby lover out there.

And last but not least, we are yet to see a brand making the most of a moment like Oreo did at the 2013 Superbowl. What about the controversial use of the video to give and then cancel tries?

Much more to come from the likes of Guinness and Land Rover so keep an eye on it as you enjoy what I hope will be a thrilling RWC.

Oh, and ALLEZ LES BLEUS!

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