Baffling Adidas ‘All In’ campaign heads for Rugby World Cup

Toronto agency Sid Lee’s campaign ‘Adidas is all in’ doesn’t seem to mean very much unless I’m missing rather a lot but the sports brand will be ramming it down our throats big time over the next few weeks as the Rugby World Cup takes place in New Zealand.

Here are the fearsome host All Blacks, trying to win the World Cup again after their one success (also at home) back in 1987.

All Black opponents and many of their supporters rather resent the Haka these days – why should one team gain the opportunity to try terrorise you with a faux Maori war dance before the match has even started?

Hacked off with the Haka? You soon will be.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.