All Black Ben Smith returns to the place where it all started in a new campaign for Voltaren.
Launching today, the campaign—via Impact PR, BrandWorld and PHD—is led by a 30-second TVC featuring Smith discussing Voltaren’s ability to relative muscle and back pain while a montage of clips of the All Blacks games plays out.
Despite the video’s focus on the boys in black, Smith makes a point that you don’t have to be an All Black to have back pain and to prove the point, he goes back to King’s High School, his former high school, where he trains its first XV team in a series of additional campaign videos. As well as sharing his advice to the students and telling them to keep pursuing their dreams, Smith talks about how the school’s coaches and teachers played a massive part in who he is today.
The videos also show Smith discussing a few of his sporting heroes and ex-King’s students, including cricketer Brendon McCullum, Highlanders coach Tony Brown and former All Blacks prop Carl Hayman.
“I was lucky to be a part of King’s High, a pretty good time in your life and I made some good memories. It’s great to have that support and that’s what life’s about – having good family and friends,” says Smith.
Alongside the videos, Voltaren has kicked off a competition to win tickets to the All Blacks vs South Africa game in September. To win, entrants have to take a selfie in front of an All Blacks display in Unichem and Life Pharmacies.
Charlotte Smith – Senior Brand Manager
Karolina Kosir – Shopper Marketing Manager
Fleur Revell & Mark Devlin, Directors
Tristan Ogden, Senior Copywriter
Rachael Weaver, Head of Production
Michael Jarvis, Managing Director