The new RWC ad (and song)
I saw the new ad for the 2011 Rugby World Cup on TV last after hearing people Tweet about the song all day yesterday. Having finally heard the music (The Feelers’s cover of Jesus Jones’ Right Here, Right Now), I have to say I quite like it. I think I’m in the minority here but music (like art, food, fashion, etc.) is like that. I don’t recall ever particularly liking the original track but perhaps the Feeler’s edgier rendition, along with a healthy dose of nostalgia go along away making this new track appealing.
However, I totally agree with David Brown, a lecturer in creative advertising at AUT, when he says the ad lacks any originality, uniqueness or New Zealand character. For me there are far too many non-NZ images used, the opening shot looks like the Stade de France, in fact most of the footage seem to be from the last RWC. I wonder if this was an IRB imposed restriction - only RWC shots can be used? I can’t help think the ad would have looked a lot more current had shots from the Tri-Nations or 6 Nations been used showcasing the latest players and attire (does it really matter that the jerseys don’t have RWC badges on them, would anyone have noticed?).
Keeping in mind that many people will have to travel halfway round the world to come to the RWC I’d have thought it’d be crucial to show a bit more of what NZ has to offer. Fans will most likely be here for a few weeks and many will have never been here before (I know of at least 4 people coming from the UK who haven’t been to NZ). Surely this makes it a great opportunity to showcase all the other fantastic things NZ can offer between rugby matches.
Lastly, I think the graphics look a bit dull but once again I wouldn’t be surprised if that was due to adherence to the IRB style guide (which probably hasn’t been updated since 1995). Overall, I like the song and think that it’s not a huge issue that it’s not a New Zealand-written song. I think over the coming months it’ll really catch on. However, I can’t help but think the ad itself is an opportunity lost and no better than your average Super 14 or NRL promotion. I’d I’ve thought the RWC deserved something a bit more special.
Watch the ad on YouTube here http://www.youtube.com/watch?v=ZgwBE5Tu4nc
