Steinlager and DDB exhume the ‘Originals’ to launch All Blacks RWC campaign

The Rugby World Cup is fast approaching, with an adfest to match presumably. There’ll be more musclebound men and patriotic tunes than you can shake a stick at.

New Zealand’s All Blacks are the reigning champions and long-time sponsor Steinlager has enlisted has once again enlisted DDB New Zealand to kick off its campaign.

This one presents the Blacks as ‘underdogs,’ a surprise as they’ve been trampling on most of the rugby world for decades. But it harks back to their first tour of the UK, an eight month marathon in 1905 when the ‘Originals’ lost just one match out of 35, to Wales. Wales have beaten the All Blacks just twice since then, the last time in 1953.

Not a haka in sight, mercifully.

MAA creative scale: 7.