Good Health is giving New Zealanders a peek into the life of Richie and Gemma McCaw in a new campaign, by Hello, to launch its new Turmeric Sport Complex.
The 45-second ad follows the couple on an early morning run around their local Hagley Park to the Port Hills and in doing so, their competitive nature goes into overdrive as they race home.
In the end, it’s Gemma who wins the race and when her husband makes it back, she cheekily throws him a bottle of Turmeric Sport Complex.
While Richie has appeared in campaigns for international brands such as Adidas and Beats by Dre, Good Health is a fitting brand for the high-profile duo to endorse considering they have both remained active since retiring from professional sport.
Good Health head of marketing, Julia van de Coolwijk, says there are so many celebrities promoting this or that, but a lot of the time it’s clearly not authentic.
“When the team at Hello pitched Gemma and Richie to take our new Good Health Turmeric Sport Complex to market, it was an inspired choice given their incredibly active lifestyles’.”
There’s also no doubt New Zealanders have an interest in the couple. Their wedding feature in Woman’s Day’s 'Richie and Gemma: Wedding of Our Dreams' saw the magazine become a top-seller, so much so the magazine received the Gordon & Gotch Exceptional Retail Award at the Magazine Media Awards.
Supporting the idea that Good Health is a good fit for the couple given their active lifestyles, both Richie and Gemma have shared the ad on their social media and it sits among their own photos and videos documenting their exercise and adventures.
On Gemma’s Instagram page, the ad sits alongside a photo of her climbing up Mt Maunganui and has already been watched over 26,000 times with positive comments from her community.
Meanwhile, on Richie’s Facebook, the ad sits above a photo of him climbing up Mt Herbert and has received applause from his 512,443 followers.
As well as the TV, the campaign will be supported by digital media, print, OOH and point of sale.
Director: Josh Frizzell
Production company: Eight
Executive Producer: Dan Higgins
DOP: Chris Mauger
Editor: Alex O’Shaughnessy
Grade: Pete Ritchie
Flame Artist: Leon Woods
Sound: Liquid Studios
Composer: Peter Vanderfluit
Sound engineer: Craig Matuschka
Agency: Hello: The Conversation Company
Creative Director(s): Damon O’Leary, Gilda Kirkpatrick
Producer: Liz Rosby
CEO: James Polhill
Photography: Troy Goodall
Client: Good Health
CEO: Ke Gui
Head of Marketing: Julia Van Den Coolwijk
Marketing Manager: Steph Shennan