Brad Thorn put his husky voice to good use for Rebel Sport's 'Ode to Winter' campaign by reading a poem written by Ogilvy & Mather's departing executive creative director Angus Hennah. And Ladi6 has put her sultry voice to good use in her first ever TV brand spot by reading a poem about summer.
Like the last one, this was written by Hennah and is also filled with evocative images of sporty folk embracing the season in different ways, whether that's jumping into lakes from rope swings, playing some aqua disc, running through the hills or trying to reel in some monsters of the deep.
As it says in a release: "Unlike winter, which was depicted as a ‘foe’ to a more hardened group of everyday sports people, summer is conveyed as a ‘friend’ that coaxes all New Zealanders out to participate in any number of sports, casual or competitive. Ladi6 was able to convey the inviting and playful words of the poem with her captivating and unique voice."
As well as the TV spots, the campaign is also running in cinema, and has aligned itself with Christopher Nolan's Interstellar.
These brand ads make for more engaging viewing than spots that remind us that everything instore is on a 50 percent discount, but Hennah said back in May that "retail ads are a big part of Rebel Sport and will continue to be so." And, like last time, the footage shot for this ad is being used for seasonal retail spots.
Rebel Sport has invested heavily in its brand story over the last few years. Last year, the sports retailer released the 'Sprinting or Flying?' spot, which pointed out how little time a sprinter actually spends on the ground.
And two years before that, the company released 'Comes With', a spot that showed what sports mean to different people.
Agency: Ogilvy & Mather New Zealand
Client: Rebel Sport
Group Marketing Manager: Tanya Laurence
Executive Creative Director: Angus Hennah
Copywriter: Angus Hennah
Creative Group Head: Darran Wong Kam
Group Account Director: Sandra Daniel
Account Director: Darryl Rogers
Account Executive: Daniel Hughes
Head of TV: Amanda Kabel
Junior Producer: Kate Rhodes
Production Company: Curious Film
Director: Zia Mandviwalla
Executive Producer: Matt Noonan
Producer: Stu Giles
DOP: Marty Williams
Editor: Alex O’Shaughnessy
Grade: Pete Ritchie
VFX Flame: Leon Woods
Music/Composer: Mahuia Bridgman-Cooper for Franklin Rd
Sound Design: Francis Linehan