Rebel Sport champions team spirit in new spot by Ogilvy & Mather and The Sweet Shop

One of the bedrocks of being a good sportperson is the ability to work well in a team, and this shines through in Rebel Sport’s new commercial created by Ogilvy & Mather and The Sweet Shop for its winter campaign.

The spot features teams of men and women in various sports, with “Rebel Sport teams” cast in the clip including: Waitemata Rugby Club, Ponsonby Rugby Club, Auckland Hockey Association, Auckland Basketball and Shore Rovers Netball Club.

The teams are shown battling tough conditions, helping each other through a dark and rainy winter. The teams push on as they run up stairs with hockey sticks held high above their heads, get each other up at the crack of dawn for training and lend a helping hand to a fallen team mate. The clip ends with an “all hands in” moment before a team of rugby players head out on to the field.

An Ogilvy & Mather release says: “With winter fast approaching, whether you’re part of the elite or a dedicated weekend warrior you rely on your teammates to encourage and motivate you to get out there and train – that’s team spirit,” the release says. “It’s the unwritten pledge to your mates, to your team, to yourself, it’s a promise, a vow, a mantra, to give all that you’ve got and to leave nothing behind.”

The campaign is also being pushed out through Rebel Sport’s Facebook and Twitter pages, with the hashtag #TeamSpirit bouncing around its social media channels.

According to The Register, The Briscoe Group’s first quarter results revealed Rebel Sport has grown almost 11 percent from last year which continues a profitable streak for the company, which posted an after tax profit of $39.3 million in January.

“Sales for its sporting goods hit $46.7 million, while homeware sales at Briscoes increased 0.5 percent to $73.1 million.”

Group managing director Rod Duke told The Register the sales are a result of inventory management, new stock receipting technology, effective marketing and refining its product range.

“This quarter has delivered a double digit sales growth performance from Rebel Sport and a satisfactory performance from homeware in markets that remain highly competitive with relentless promotional activity,” Duke said.

The Cricket World Cup was also a boon for Rebel Sport, StopPress reported earlier.

“Our cricket category is up four to five times on last year, which we are of course extremely pleased with,” says group marketing manager at Briscoe Group Tanya Laurence. “Black Caps replica merchandise [made by Canterbury and available in a few different colours]pretty much sold out in the first week of the tournament.” 

It’s thought Rebel Sport ordered double what it ordered last year, but it wished it had ordered double that again. 


Client: Rebel Sport

Group Marketing Manager: Tanya Laurence

Agency: Ogilvy & Mather New Zealand

Creative Director: Rupert Hancock

Creative Group Head: Darran Wong-Kam

Senior Art Director: Gaelyn Churchill

Group Account Director: Susan Browne

Senior Account Director: Maria Hodgson

Planning Director: Ben Fielding

Head of TV: Amanda Kabel

Producer: Steen Bech

Production Company: The Sweet Shop

Director: Mark Albiston

Executive Producer: Fiona King

Producers: Ben Dailey and Andy Mauger

DOP: Marty Williams

Editor: Mark Albiston

Grade: Peter Ritchie

Music/Composer: Grayson Gilmour

Executive Producer: Fiona King

Producers: Ben Dailey and Andy Mauger

DOP: Marty Williams

Editor: Mark Albiston

Grade: Peter Ritchie

Music/Composer: Grayson Gilmour

Sound Design: The Coopers

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