Despite the modern world's waning interest in news via paper, print is still the best way to create contextual ads. And, as you'd expect, various brands—whether official sponsors of the tournament, teams or players or not—went riding on the coattails of the All Blacks and the success of event itself. There will undoubtedly be a range of different rugby-related commercial communications on their way, but the host of ads that ran in the New Zealand Herald on Monday show print's main benefit: speed. Top marks go to Weet-bix, Mastercard and Steinlager, with a campaign that also formed the basis of the day's cartoon.
Having recently been captivated by advertising philosopher Faris Yakob for a full 40 minutes, TRA business director Greg Sampson was again reminded that the thing marketers really fight for is attention.