Steinlager Recreates New Zealand's First Ever Rugby Internationals in World Cup Ad

Black and White Spot Centers on Victorious 1905 Team

By Alexandra Jardine. Published on Aug 03, 2015

Editor's Pick

New Zeland's Steinlager stylishly recreates the country's first-ever rugby team to tour the U.K., back in 1905, in this spot gearing up for the Rugby World Cup next month.

The ad, by DDB New Zealand and director Adam Stevens of Robbers Dog, is shot in black and white and shows the team, who were "farmers..blacksmiths... nobodies I suppose," in the dressing room ready to take on England.

Its recreation of the team, from costume and hairstyle, to the luggage labels on their cases, is stirringly authentic and is bound to appeal to the patriotism of any Kiwi (who will know that they beat England 15-0). A previous rugby-themed campaign for Steinlager (by the same director) won a Gold Lion for Creative Effectiveness at Cannes in 2013; this ad uses the same tagline, "We Believe."

In eschewing the usual loud, aggressive, mud-covered style of rugby ads and going for a more nostalgic approach, Steinlager isn't quite alone; last November, Guinness also delved into the sport's history in a pre-World Cup campaign.

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Aug 03, 2015
DDB New Zealand
Director, Marketing:
Craig Baldie
Director, Marketing:
Ben Wheeler
Senior Brand Manager:
Michael Taylor
Assistant Brand Manager:
Benafsha Hajati
Chief Creative Officer:
Damon Stapleton
Executive Creative Director:
Shane Bradnick
Creative Director:
Shane Bradnick
Art Director:
Nicole Sykes
Rory McKechnie
Group Account Director:
Scott Wallace
Senior Account Director:
Jenny Travers
Planning Director:
Rupert Price
Executive Producer:
Judy Thompson
Agency Producer:
Samantha Royal
Production Company:
Executive Producer:
Mark Foster
Adam Stevens
Pete Richie
Stuart Bedford
Composer/Sound Designer:
Cam Ballantyne
Sound Mix:
The Coopers

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