Last year, Mastercard, McCann Sydney and Robber’s Dog walked away with the top prize at the Fair Go Ad Awards for their ‘Tight on Tour’ spot. And Tim, the over-excited All Blacks ‘super-fan’, has been brought back to celebrate the launch of its contactless payment technology PayPass.
The 30-second TVC, which, according to a Facebook commenter, was shot at the Anglican Church at Pokeno, shows All Blacks Captain Richie McCaw, Ali Williams and Ma’a Nonu enjoying the benefit of the new technology—which allows purchases of under $80 with just a swipe and was used at stadia during the RWC—as they rush to Tim’s wedding with a cheap present (Dan Carter is thought to be bitterly disappointed not to have been invited).
“How do you follow up New Zealand’s favourite ad of 2012?”, asks John Mescall, executive creative director of McCann Australia. “Well, you dash the hopes of tens of thousands of Kiwi women everywhere by marrying-off the loveable little hero of the campaign: Tim. Sorry, ladies.”
The campaign launched over the weekend and includes cinema, out-of-home and a social campaign and usage promotion developed by MercerBell.
Fans can also check out behind-the-scenes content and win prizes on the fairly barren looking MasterCard NZ Facebook page.
Tim’s first ad, which was filmed in Epsom and was also shot by Adam Stevens from Robber’s Dog, garnered plenty of praise on YouTube and, by not actually requiring the All Blacks to do much in the way of acting, it stood out above most of the other All Black-related sponsor whoring—and MasterCard’s previous efforts. But it also rubbed some the wrong way and was nominated for Fair Go’s worst ad category as well (State and Colenso’s ‘Break My Stride’ achieved the best and worst milestone as well, following on from Tower’s ‘Brian and Lisa—Poochi’, Cadbury Eyebrows andSky’s Match Fit that got the double in previous years).
“We thought the ad would be funny, we didn’t think it would be annoying,” creative director Joe Hawkins told Fair Go. “We are stoked with it … We used the first or second take.”
The ad also seemed to resonate with the All Blacks themselves. We heard a funny story about ‘Tim’ (real name Byron Cole) being asked by Dan Carter, the organiser of the team’s social activities, to get into character and bust through the door at a team meeting. Despite the risk of being smashed by large men as he ran in unannounced, he did it, yelling ‘fellllllaaaaas’, dishing out a few power knuckles and even giving Steve ‘Shag’ Hansen a hug.
MasterCard VP, Head of Marketing – Australasia: Michelle Pilot
MasterCard VP, Brand Marketing: Anthony Dumont,
Creative Agency: McCann Australia
Creative Director: Joe Hawkins
Copywriter: Joe Hawkins
Art Director: Damian Sloan & David Rees
Producer: Jules Jackson
Art Buyer: Rachel Lounds
Account Management: Alex Baker & Lisa FitzGerald
Planning: Karl Bates & Alex Concannon
Production Company: Robbers Dog
Producer: Anna Stuart
Director: Adam Stevens
Music: Liquid Studios
Sound: The Coopers of Franklin Road
Media: Draft FCB