New Zealand's rugby stars have now confirmed that their skills extend beyond making huge hits on the field in a new Super Rugby promo clip by Sugar & Partners that has them performing dance moves alongside choreographer Parris Goebel and her crew.
Goebel, the New Zealand-born and internationally renowned choreographer, is something of a brand favourite at the moment, having also lent her services to a campaign for ANZ. But this isn't surprising, given Goebel's major following, particularly among hard-to-reach milennials.
It is also refreshing to see sports advertising shift away from the usual male-focused approach to appeal to a broader audience.
And while it still has the big hits that will appeal to the more masculine viewers in the audience, the use of the infectious backtrack 'Bang, Bang' by Jessie J, Ariana Grande and Nicki Minaj will likely also catch the attention of the women in the audience, who are often also ardent fans of the Super Rugby teams.
Goebel and her crew no doubt enjoyed getting up close with the likes of Jerome Kaino and Israel Dagg to create the ads with director and music video vet James Solomon of Flying Fish. Two of the 15-second teaser ads are running on Sky now, while the 60-second hero, which is currently running on social, will air on Sky throughout the Super Rugby season.
Sugar & Partners creative and digital director, Dave Nash, says eight more versions of the main spot will dop throughout the season, including individual franchise versions and a full dance edit.
Head of marketing, brand and commercial development -Todd Barberel
Marketing manager - Fans - Craig Harvey
Sky promotion producer - Lui Tia
Head of promotions - Steve Laker
Sugar & Partners
Creative directors - Dave Nash & Damon O'Leary
Managing partner - Jeremy Johnson
Planning director - Thinza Mon
Producer - Esther Watkins
Account director - Maree Lawrence
Account manager - Dan Hughes
Social & digital account manager - Zoe Virtue
Palace Dance Studio
Choreography / Co-Director - Parris Goebel
Director - James Solomon
Executive Producer - James Moore
Producer - Sam Attenborough
DOP - Ian McCarroll
Stylist - Kylie Cooke
BTS Director - Kelly Hunt
Editors - Alex O'Shaughnessy/Ken Sparks
Online flame artist - Puck Murphy
Producer - Anita Ward
Sound engineer - Shane Taipari
Music licensing - Jonathan Hughes
Producer – Harriet McDonald
Business director - Campbell Smith
Senior business executive - Daniel Cho
Head of digital operations - Linda Quach