We’ve already seen Dan Carter get a surprise (and possibly even shed a tear or two) when MasterCard brought a few members of his schoolboy team across to England for the Rugby World Cup. Now he’s the one doing the surprising.
Daikin has launched a new ad campaign sans Dan Carter, saying it was time to change up its brand positioning and stand on its own two feet. Instead of Dan there’s now a boy who has some serious separation issues with his friend’s heat pump.
Social creativity is becoming increasingly important in the world of marketing, with a number of brands trying to convince punters to either come up with ideas for ads or submit content to create them. Last year, Unilever’s Rexona brand got its pound of sweaty flesh with the treadmill of devotion. And now, as part of its Do More brand platform, it’s asking them to submit clips to support the All Blacks and help create a special film that will be written by, directed by and star everyday New Zealanders and be curated by director Taika Waititi.
He’s been on the wall for Daikin, he’s been on a bike for Rexona, he’s been in a video with his dad for Adidas, and he’s been in his undies for Jockey, but brands just can’t get enough of the commercial dream that is Dan Carter, so now he is trying to keep up with a working mum in a new spot for Healtheries.
New dad Dan Carter is looking to get his home nice and toasty before Winter, naturally the heat pump spokesman gets his friends from Daikin to help him out. Dan the rugby player meets Dan the installer, it’s a buddy comedy for all ages.
Daikin’s last big splash involved a surprisingly creepy Dan Carter hanging on a wall and plenty of come hither eyes. But the agency behind that campaign, The Works Sydney, has now been exchanged for Sugar & Partners, which won a two-way competitive pitch for the New Zealand business.