Spark demonstrates importance of detail in America’s Cup campaign

Spark’s new America’s Cup campaign ‘Detail is Everything’, created with Colenso BBDO, shows the importance of minor details.

Shot by A. J. Greenwood from Finch, the launch AV follows the story of Ruby, a seven-year-old stone collector as she relentlessly searches for the perfect skimmer. After journeying high and low, obsessing over the smallest of details, eventually her hard work pays off and the stone is sent flying across the water’s surface – much like Emirates Team New Zealand.

While Spark isn’t in the business of selling stones, it’s this ethos that fuels Emirates’ design process. The team is forever improving and refining the boat to gain a competitive edge. Spark 5G is helping power this innovation process, so the team can continue to push the limits of design and gain extra knots on the water.

Dan Wright, Group Executive Creative Director at Colenso BBDO, says: “We love telling humble stories about high stakes with Spark. And Emirates Team New Zealand know the America’s Cup is won or lost on millimetre differences. It’s a gift for storytelling to have such perfectly-aligned partners.”

Ingrid Bennie, Campaign Lead at Spark, says: “In a race where time is everything, we’re proud to be able to support Emirates Team New Zealand to gain more of it with our low latency, high bandwidth 5G network. 

“Before the team had access to 5G, data from Te Rehutai would be taken from the chase boat then raced back to base to inform the next design improvements. 5G has removed this delay and engineers now receive the data in real time.”

The campaign will run for the duration of the America’s Cup across TVC, cinema, digital and social. 


Client: Spark New Zealand

Agency: Colenso BBDO

Production Company: FINCH

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