G-Shock goes behind the scenes to see what makes an All Black

  • Advertsing
  • March 16, 2017
  • Erin McKenzie
G-Shock goes behind the scenes to see what makes an All Black

Julian Savea fans have been able to get a glimpse of the hard work that goes into his performance on the field and delve into the All Black's world in a bold video for G-Shock New Zealand.

The 60-second clip, by production company Fish&Clips, shows Savea as he sweats and struggles through the pain, while a voice-over intones that the only thing that can’t be broken is his toughness within.

With the compelling story stealing the show, there’s little room for the G-Shock brand to make an appearance and it isn’t until the end of the video that a watch is shown on the screen. Fish&Clips producer Harry Moore acknowledges it’s a brave move, but says focusing on the story, rather than the brand, allows the audiences to become engaged before seeing the product.

And it's not a not a new approach to brands ads, particularly in the sports-related brand space, with Nike, Reebok and now Rebel Sport getting up close and personal with athletes to tell their stories. However, Moore isn’t concerned about taking a similar approach and says each video has its own take and this spot is uniquely driven by the line ‘toughness from within’.

“All our decisions stem from that. We wanted to show the perseverance and the grit these athletes have in their training and behind what you see on TV, and that was the angle we went for,” he says.

When Fish&Clips was approached by James Polhill to do the work, Julian Savea’s inclusion in the video and the concept were already in existence but Moore credits director Jason Bock for fleshing together the wider, engaging story.

He also commends G-Shock for being open to the idea and trusting the agencies involved. It’s the first time Fish&Clips has worked with the brand and Moore says it’s open to more work, especially given its willingness to tell stories.


Agency: James Polhill
Production Company: Fish&Clips
Producer: Harry Moore
Director: Jason Bock 
DOP: Ziga Zupancic
Audio: Franklin | Shane Taipari
Composer: Mahuia Bridgman-Cooper
Sound Design: Connor Duin

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