We know this much about Dan Carter: He likes heat pumps and certain brands of deodorant and underwear. He’s also an awesome first five-eighth. And now in his latest foray into sponsorship territory as the brand ambassador for Philips electric shavers, we’ve been told a different side of the All Black will be revealed.
His latest sponsorship deal forms part of Philips’ broader international male shaving and grooming ‘Express Yourself Every Day’campaign, the idea for which sprang from DDB’s London office. DDB New Zealand is at the helm of the Carter campaign.
The campaign is built on the premise of revealing aspects of Carter that aren’t in any way related to his public persona—ways in which Carter “expresses himself” off the field.
“We looked beyond Dan’s rugby and looked at aspects outside of rugby that people might find interesting,” says DDB New Zealand group business director, Scott Wallace.
So what exactly are we going to learn about Carter that we might now already know? After having a chat with Carter, the agency stumbled on Carter’s passion for music, more specifically, DJing.
“You might like to describe his as a DJ in training,” comments Wallace.
But curious as you might be to see what a track spinning Carter looks like, you’ll have to wait until next month to see the first installment of the campaign, which will reveal itself via adshell, online and magazine advertising.
And this from Dan Carter in the Philips press release: “Although I obviously play a lot of rugby, like everyone I have other interests and hobbies and this gives me a chance to show people another side of me."