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

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