Rebel Sport and Ogilvy & Mather show their sporting stripes, focus on the details

  • Advertising
  • August 19, 2013
  • StopPress Team
Rebel Sport and Ogilvy & Mather show their sporting stripes, focus on the details

Hard-nosed sales messages are a hallmark of retail advertising. But the best brands try to tell a story as well and Rebel Sport has invested significantly in its brand advertising in recent years. Judging by its impressive results, that brand/retail strategy is working well and it has continued with the launch of a new brand platform, which aims to show that no-one gets sport like Rebel Sport by revealing intriguing facts about individual sports.

Concocted by Ogilvy & Mather and directed by Exit Film’s Greg Wood, the beautifully shot first spot takes viewers into the mind of New Zealand national sprinter, Abiola Beckley, and tries to show that sprinting is more like flying.

This new brand platform will be backed up by a strong retail platform featuring the track ‘Feeling Good’ by The Sheepdogs.

While there's plenty of teeth-gnashing over the state of bricks and mortar retail, things are looking pretty good for Briscoe Group, which owns Briscoes, Rebel Sport and Living and Giving.

Unaudited total sales for the thirteen week period ended 28 July 2013 were $108.8 million, an increase of 6.45 percent on the $102.2 million reported for the second quarter of last year. Sports goods sales were up five percent over the same time last year.

As chief executive Rod Duke told the Herald: "I think there's been some significant market share gain in the categories we operate in. We were pretty pleased with (the result) in a market that is not as buoyant as our numbers would indicate."


Agency: Ogilvy & Mather New Zealand

Client: Rebel Sport

Title: Flight

Production Company: Exit Films

Executive Creative Director: Angus Hennah

Creative Director: Rupert Hancock

Creatives: Rupert Hancock, Henry Wall, Mitchell Sutton

Group Account Director: Sandra Daniel

Group Marketing Manager: Tanya Laurence

Agency Producer: Amanda Kabel

Director: Greg Wood

Producer: Declan Cahill

DOP: James Cowley

Editor: Sam Brunette

Sound Design: John Cooper – 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.

Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

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