Parris Goebel challenges Super Rugby stars to step up

  • Campaign
  • February 12, 2016
  • Erin McKenzie
Parris Goebel challenges Super Rugby stars to step up

New Zealand's rugby stars have now confirmed that their skills extend beyond making huge hits on the field in a new Super Rugby promo clip by Sugar & Partners that has them performing dance moves alongside choreographer Parris Goebel and her crew.

Goebel, the New Zealand-born and internationally renowned choreographer, is something of a brand favourite at the moment, having also lent her services to a campaign for ANZ. But this isn't surprising, given Goebel's major following, particularly among hard-to-reach milennials.

It is also refreshing to see sports advertising shift away from the usual male-focused approach to appeal to a broader audience.     

And while it still has the big hits that will appeal to the more masculine viewers in the audience, the use of the infectious backtrack 'Bang, Bang' by Jessie J, Ariana Grande and Nicki Minaj will likely also catch the attention of the women in the audience, who are often also ardent fans of the Super Rugby teams.    

Goebel and her crew no doubt enjoyed getting up close with the likes of Jerome Kaino and Israel Dagg to create the ads with director and music video vet James Solomon of Flying Fish. Two of the 15-second teaser ads are running on Sky now, while the 60-second hero, which is currently running on social, will air on Sky throughout the Super Rugby season.

Sugar & Partners creative and digital director, Dave Nash, says eight more versions of the main spot will dop throughout the season, including individual franchise versions and a full dance edit.

Filming today for new Super Ad. Mean to meet @parrisgoebel and her crew @requestdancecrew #SuperBangBang

A photo posted by Aaron Smith (@aaron_smith09) on


NZ Rugby:
Head of marketing, brand and commercial development -Todd Barberel
Marketing manager - Fans - Craig Harvey 

Sky promotion producer - Lui Tia
Head of promotions - Steve Laker

Sugar & Partners
Creative directors - Dave Nash & Damon O'Leary
Managing partner - Jeremy Johnson
Planning director - Thinza Mon
Producer - Esther Watkins
Account director - Maree Lawrence 
Account manager - Dan Hughes
Social & digital account manager - Zoe Virtue 

Palace Dance Studio
Choreography / Co-Director - Parris Goebel

Flying Fish
Director - James Solomon 
Executive Producer - James Moore 
Producer - Sam Attenborough
DOP - Ian McCarroll
Stylist - Kylie Cooke 
BTS Director - Kelly Hunt

Editors - Alex O'Shaughnessy/Ken Sparks 
Online flame artist - Puck Murphy 
Producer - Anita Ward  

Franklin Road
Sound engineer - Shane Taipari
Music licensing - Jonathan Hughes
Producer – Harriet McDonald

Business director - Campbell Smith
Senior business executive - Daniel Cho 
Head of digital operations - Linda Quach

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