Who's it for: Axis Awards 2012, CAANZ by Colenso BBDO
Why we like it: It looks like a low-budget 70's infomercial. It is clever, funny, and includes the classic "toilet paper stuck to the shoe" gag. Brilliant. Not to mention the AX12, the world's first advertising metal detector with an "It's been done before" finding function. Now that would be handy.
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.