With Investec Super Rigby kicking off this month, Special Group and cricket player Brendon McCullum are helping build excitement with a campaign showing the risks the players take to secure a win.
The 45-second spot watches McCullum discuss the psychology of sport at the highest level, revealing how the players raise the stakes, rather than play it safe on the field.
“No one ever remembers predictable, conventional, safe,” he says.
While McCullum is a cricketer, Special Group executive creative director Tony Bradbourne says Super Rugby is high-stakes unscripted excitement – with rugby creativity and skills at an incredible level.
“The campaign highlights this, and is a real call to arms to fans, franchises and players.”
Special digital creative director Stu Mallarker adds this year it wanted to focus on the sheer drama and excitement that happens on the pitch every weekend.
Last year, it was Sugar&Partners building hype for the Investec Super Rugby season, with a super slow promo called ‘#Don’tMissAThing’.
Client – New Zealand Rugby
Creative Agency - Special Group
Executive Creative Director - Tony Bradbourne
Head of Strategy - Rory Gallery
Group Business Director – Marcelle Baker
Account Director – Catherine Preitner
Digital Creative Director - Stu Mallarkey
Copywriter – Thomas Davies
Art Director - Cameron Watts
Head of Production – Katie Mortensen
Producer – Louise Ellis
Production Company – Nimble
Director – Andy Morton
Editor – Dan Kircher
Producer – Valentine Taylor