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.
With the All Blacks vs Lions matches an occasion for both hardcore enthusiasts and fairweather fans alike, plenty of brands have been quick to grab a slice of the sport's lucrative commercial pie. In honour of this, we present to you our completely arbitrary set of awards for rugby mania in adland.