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IBM and OgilvyOne get smart with Rugby World Cup sponsorship on ITV

The current Rugby World Cup has rather put its bigger brother the FIFA World Cup (in audience terms anyway) to shame with some of the ads and other communications around it.

IBM is sponsoring the (excellent) British television coverage on ITV for the very good reason that white collar types are watching it in droves (as are many other people of course).

And the ‘smarter data for a smarter planet’ idents by OgilvyOne are funny, informative and to the point.

Campaign picked this campaign as its ‘turkey of the week‘ recently. Oh, well.

It’s not all understated wit and wisdom of course. The All Black hosts have teamed up with upscale jeweller Bulgari (do rugby players wear jewellery?) and they’re off with their bloody haka faux-Maori war dance again.

Is that Zinzan Brooke in the middle? Anyway they look a right bunchofpratz (I can say this as Zinzan will be a long way away, I hope).

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all blacks bulgari campaign faux maori war dance fifa world cup haka IBM itv jewellery ogilvyone rugby world cup smarter data for a smarter planet soccer sponsorship turkey of the week TV commercials Zinzan Brooke

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.
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