Adidas has released a new TVC by Iris Worldwide and produced by Augusto promoting its new campaign ‘Force of Black’ featuring some fierce footage of our boys in black.
The footage has encapsulated primal influences, comparing the All Blacks to wild animals and the ferocity of nature including cuts of lightning, tornados and fire. Also featured are clips from the 2011 Rugby World Cup.
(UPDATED) It is understood that the 'Force of Black' represents everything that it takes to be an All Black. It's culture, history the fans and the technology built into their jerseys that make them who they are. It is also understood the jersey is an integral part of the campaign and that the campaign will appear among a number of media channels.
So far the response on social media has been positive, with fans tweeting out the #forceofblack hashtag.