In the lead up to the Rugby World Cup, All Blacks sponsor Rexona went for the rather earnest, clenched fist on heart approach with its 'rituals' ad. But things are a bit more relaxed after the win, with a recent black and white spot by Aussie agency Naked and Curious showing some of the lads laughing together as friends (and hugging mum). And the same team, with Tammy Davis on directorial duties, have followed that up with something of a French farce showing "never seen before footage from the opposition dressing room after THAT game last year."
Much like the rugby equivalent to Lynx, which has long claimed its aromas will make the sprayer irresistible to the ladies, Rexona is claiming its deodorant "is what gives the All Blacks their confidence".
While the industry focus is often placed on flashy bits happening on the surface, Contact Energy chief customer officer Vena Crawley says it's often the hard graft beneath the surface that makes the difference.