Rebel Sport is continuing its facts-based advertising approach with a new spot that alludes to the natural advantage that left-handed batsmen have over their right-handed counterparts.
The 30-second clip, which was conceptualised by Ogilvy & Mather and shot by Film 360, is the latest iteration of the ongoing 'no one gets sports like us' positioning, and follows on from Rebel Sport's 'Sprinting or Flying?' TVC that was released toward the end of last year.
"Rebel Sport’s ... positioning allows the flexibility to explore interesting sporting facts, an athlete’s motivation or what it means to be a sportsperson in NZ," says Ogilvy executive creative director Angus Hennah. "This interesting fact comes from a French neuroscientist Guy Azemar and was published in ‘The Left Stuff’ by Melissa Roth."
Though part of the Briscoe Group— a company renowned for its shouty advertising—Rebel Sport has effectively managed to differentiate its offering through advertising that doesn't rely solely on the standard retail approach, which focuses predominantly on price and product.
Instead, the sports company combines standard retail messaging with creative spots that serve to present the brand as an expert in the field.
And this creative approach isn't only limited to quirky sports facts. In its previous spot for Rebel Sport, Ogilvy used poetry to relay its brand message during a gritty one-minute spot that depicted sportspeople pitting themselves against the elements.
But Ogilvy isn't only agency experimenting with the how retail brands are promoted. FCB recently gave Noel Leeming an overhaul and introduced the 'Maximise your Machine' campaign, which marks a significant change in direction for the company and the category as a whole.
And while the standard discount-powered approach will always play a role in retail advertising, at least retailers are starting to experiment with advertising that's slightly less deserving of the mute button.
Rebel Sport New Zealand
Group Marketing Manager: Tanya Laurence
Agency: Ogilvy & Mather
Executive Creative Director: Angus Hennah
Creatives: Gaelyn Churchill, Steve Hansen
Group Account Director: Sandra Daniel
Account Director: Darryl Rogers
Account Executive: Daniel Hughes
Producer: Steen Bech
Production Company: Film 360
Director: Matt Holmes
DOP: Duncan Cole
Producer: Rachel Blampied
Grade: Ben Marshall
Online: Martin Spencer
Animation: Gonzalo Deza
Sound Design: The Coopers of Franklin Road