Rebel Sport continues its seasonal sport-based poetry as Ladi6 voices new summer spot

Brad Thorn put his husky voice to good use for Rebel Sport’s ‘Ode to Winter’ campaign by reading a poem written by Ogilvy & Mather’s departing executive creative director Angus Hennah. And Ladi6 has put her sultry voice to good use in her first ever TV brand spot by reading a poem about summer. 

Like the last one, this was written by Hennah and is also filled with evocative images of sporty folk embracing the season in different ways, whether that’s jumping into lakes from rope swings, playing some aqua disc, running through the hills or trying to reel in some monsters of the deep. 

As it says in a release: “Unlike winter, which was depicted as a ‘foe’ to a more hardened group of everyday sports people, summer is conveyed as a ‘friend’ that coaxes all New Zealanders out to participate in any number of sports, casual or competitive. Ladi6 was able to convey the inviting and playful words of the poem with her captivating and unique voice.” 

As well as the TV spots, the campaign is also running in cinema, and has aligned itself with Christopher Nolan’s Interstellar

These brand ads make for more engaging viewing than spots that remind us that everything instore is on a 50 percent discount, but Hennah said back in May that “retail ads are a big part of Rebel Sport and will continue to be so.” And, like last time, the footage shot for this ad is being used for seasonal retail spots.     

Rebel Sport has invested heavily in its brand story over the last few years. Last year, the sports retailer released the ‘Sprinting or Flying?’ spot, which pointed out how little time a sprinter actually spends on the ground.

And two years before that, the company released ‘Comes With’, a spot that showed what sports mean to different people.  


Agency: Ogilvy & Mather New Zealand

Client: Rebel Sport

Group Marketing Manager: Tanya Laurence

Executive Creative Director: Angus Hennah

Copywriter: Angus Hennah

Creative Group Head: Darran Wong Kam

Group Account Director: Sandra Daniel

Account Director: Darryl Rogers

Account Executive: Daniel Hughes

Head of TV: Amanda Kabel

Junior Producer: Kate Rhodes

Production Company: Curious Film

Director: Zia Mandviwalla

Executive Producer: Matt Noonan

Producer: Stu Giles

DOP: Marty Williams

Editor: Alex O’Shaughnessy

Grade: Pete Ritchie

VFX Flame: Leon Woods

Music/Composer: Mahuia Bridgman-Cooper for Franklin Rd

Sound Design: Francis Linehan

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