Rebel Sport explains why lefties have a natural advantage

  • Advertising
  • September 22, 2014
  • Damien Venuto
Rebel Sport explains why lefties have a natural advantage

Rebel Sport is continuing its facts-based advertising approach with a new spot that alludes to the natural advantage that left-handed batsmen have over their right-handed counterparts.

The 30-second clip, which was conceptualised by Ogilvy & Mather and shot by Film 360, is the latest iteration of the ongoing 'no one gets sports like us' positioning, and follows on from Rebel Sport's 'Sprinting or Flying?' TVC that was released toward the end of last year.    

"Rebel Sport’s ... positioning allows the flexibility to explore interesting sporting facts, an athlete’s motivation or what it means to be a sportsperson in NZ," says Ogilvy executive creative director Angus Hennah. "This interesting fact comes from a French neuroscientist Guy Azemar and was published in ‘The Left Stuff’ by Melissa Roth."

Though part of the Briscoe Group— a company renowned for its shouty advertising—Rebel Sport has effectively managed to differentiate its offering through advertising that doesn't rely solely on the standard retail approach, which focuses predominantly on price and product.

Instead, the sports company combines standard retail messaging with creative spots that serve to present the brand as an expert in the field.

And this creative approach isn't only limited to quirky sports facts. In its previous spot for Rebel Sport, Ogilvy used poetry to relay its brand message during a gritty one-minute spot that depicted sportspeople pitting themselves against the elements. 


But Ogilvy isn't only agency experimenting with the how retail brands are promoted. FCB recently gave Noel Leeming an overhaul and introduced the 'Maximise your Machine' campaign, which marks a significant change in direction for the company and the category as a whole.                    

And while the standard discount-powered approach will always play a role in retail advertising, at least retailers are starting to experiment with advertising that's slightly less deserving of the mute button.  

Credits :

Rebel Sport New Zealand
Group Marketing Manager: Tanya Laurence

Agency: Ogilvy & Mather
Executive Creative Director: Angus Hennah
Creatives: Gaelyn Churchill, Steve Hansen
Group Account Director: Sandra Daniel
Account Director: Darryl Rogers
Account Executive: Daniel Hughes
Producer: Steen Bech

Production Company: Film 360
Director: Matt Holmes
DOP: Duncan Cole
Producer: Rachel Blampied 
Grade: Ben Marshall

Online: Martin Spencer
Animation: Gonzalo Deza
Sound Design: The Coopers of Franklin Road

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

How is this still a thing? The simple excitement of inflatable advertising

  • Advertising
  • September 16, 2019
  • Courtney Devereux
How is this still a thing? The simple excitement of inflatable advertising

Our advertising landscape continues to rotate around the growth of digital and how digital can be used to further capture the attention of viewers. Yet there is one type of adverting so simple, so primal, so no-nonsense that even in this computer-run society it has survived. We’re talking here about inflatable, or balloon, advertising.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit