Sevens stars get tricky off the field to mark ASB sponsorship

ASB is celebrating its sponsorship of the New Zealand Sevens with a little bit of magic by American vine superstar Zach King and Saatchi & Saatchi.

A series of three spots sees All Blacks Sevens, Liam Messam, DJ Forbes and Sam Dickson, and New Zealand Women’s Sevens, Sarah Goss, Huriana Manuel and Tyla Nathan-Wong, pull some tricky moves off the field to depict the speed of the game.

The boys are seen shooting sunglasses out of a phone and turning a ball into a watermelon while the girls blow up rugby balls at the touch of a hand.

ASB executive general manager marketing and communications Roger Beaumont says he hopes the fun videos will help to boost the sport’s profile in what is set to be a huge year for the code.

“Interest in the Sevens is growing around the globe, and we’re proud to be backing our teams as they go all the way. Through ASB’s partnership with New Zealand Rugby, it has been our goal to provide New Zealand Sevens players with an opportunity to put the sport and our incredible players on display.”

King has an extensive following on social media, with his videos on social network Vine being viewed more than one billion times, and Beaumont says ASB admires the creativity and humour that goes into his work.

He has graced the couches of Ellen, The Today Sow, CNN, and Fox News and is best known for his ‘Jedi Kittens’ video.

He has also recently graced Kiwi TV screens in a a series of spots for Tic Tac. 

It’s hoped everyone, not just rugby fans, will enjoy the videos King created for the campaign.

Saatchi & Saatchi executive creative director Corey Chalmers says it was fun working with Zach and the All Blacks Sevens teams, for another “typically-ASB take” on sponsorship.

“As always, I love that ASB embraces the ambition of working with fantastic young talent such as Zach, who’s not only a Vine superstar but also gave us a fresh, unexpected way to create memorable work – for a bank.”

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