Thou shall abstain from a sense of humour: Telecom and Saatchi & Saatchi’s anti-rumpy pumpy rugby campaign
If a sign of a successful campaign is the courting of controversy, then Telecom and partners in crime Saatchi & Saatchi are well placed. But the wealth of opinions that have gushed forth following the unveiling of the ‘Abstain for the All Blacks’ campaign seems to have those involved retreating for shelter. Meanwhile others have offered alternative campaigns of a similar vein.
The Abstain for the All Blacks campaign starts next week and asks supporters to abstain from sex during the World Cup as a sign of support for the team. If you want to gauge exactly who is taking the campaign seriously, those who pledge their abstinence are being asked to wear black rings to show they’re signed on. Adding further to the tongue-in-cheek nature of the campaign, posters featuring the phrase ‘Touch, pause and don’t engage’ will be popping up on bus shelters.
Funded by the BackingBlack, the NZRU-endorsed official fan club website for the All Blacks, the campaign is perhaps surprisingly being fronted by All Black legend Sean Fitzpatrick who made this statement on the BackingBlack Facebook site:
“You may have heard that I am asking New Zealanders, on behalf of BackingBlack, to do their duty for the All Blacks and Abstain For The Game. That’s right, I am asking you to show your support for the boys. Watch out for more on this soon…”
These “sneak peak” and rather odd photos from the campaign were also posted.
One disgruntled response to Fitzpatrick’s statement reads: ”This campaign idea barks like a dog. End it now and learn a lesson from the whole ‘Wellywood’ sign debacle. The Aussies are already taking the piss, and who can blame them.”
And although the NZRFU is reported to not be overly pleased with the campaign, a statement released last night by NZRU commercial manager Paul Dalton shows it hasn’t thrown a tantrum over it. Dalton said the more humorous aspect of the campaign should be “obvious to everyone” and it shouldn’t be taken too seriously.
“Our partners manage their own creative ideas but we are in the loop on their latest campaigns, and as with other BackingBlack activity we expect this to be entertaining and get people talking.”
Telecom director of marketing Kieren Cooney is apparently bogged down by media enquiries so we’re yet to hear back from him. Likewise a call to Saatchi & Saatchi dredged up the sentence we most despise hearing, “we’re not commenting on that at the moment”.
But perhaps Telecom and Saatchi & Saatchi missed a better message altogether. Well, according to YWCA of Aotearoa New Zealand they did. The organisation has spoken out saying the campaign’s efforts would have been better spent on a “safe sex, not abstinence” campaign.
“Instead of black rubber finger rings that promote abstinence, produce some black male and female condoms for fans. They will get much more use,” says Sarah Davies of YWCA.
With all the focus now firmly hinged on the Telecom campaign, Adidas must be thankful for the chance to come up for air. And now we wait for a cheeky brand to launch a campaign promoting copious amounts of sex to support our boys.
pragmatist
August 17, 2011
epic fail , this is just so cringe making.
Weasel
August 17, 2011
This is quite possibly the worst, least creative, excuse for an ad campaign ever!!
The only winners here are Vodafone, the Wallabies and everyone else who have nothing to do with Telecom or Saatchi & Saatchi.
Kill it now before we become the laughing stock of the rugby and advertising worlds.
whataboutthekids
August 17, 2011
If this is really endorsed by the official fan club, how are all the kids meant to engage with this campaign?
David Craig
August 17, 2011
Not even remotely funny. Why is that agency so lame?
Bit of excitement
August 17, 2011
Agree that it's a lame idea – but why are people taking it so seriously?! The fact that it was front page of the NZH shows how average NZ's media is.
Oh my.
August 17, 2011
Really?
Just Really?
Maureen
August 17, 2011
Is Sean Fitzpatrick riding a throbbing member?
Shore Boy
August 17, 2011
Cringe. What were they thinking?
Just think..
August 17, 2011
Just think… There was actually a meeting when this idea was pitched.
And it went ahead.
Tim Newman
August 17, 2011
Why is he sitting in a big pink fist?
Like it is
August 17, 2011
I LOVE this idea. I think it's brilliant – unfortunately it's the execution that lets it go flaccid.
Glen
August 17, 2011
If measured in discussion this campaign is a success. Damage dispite discussion is greater than marketing value, therefore negitive sales post campaign may occur = epic failure of tidal proportions.
Hang thy head in shame, and realise the failure now Telecum.
Craig
August 17, 2011
This looks so badly like an award entry sell by the agency.
"we got 5,000 red blooded kiwis to abstain to support the abs and in doing so generated 500 billion brand impressions blah blah wank"
Scott
August 17, 2011
It's sad how badly they have missed the mark. Firstly there is the family, broad market appeal of the AB's. However, considering the target of a more urbane 30-40 something the AB's are sexy . . Totally sexy
chris
August 17, 2011
Poor Fitzy cant act and the directing is shit. The production quality is non existent.
How the agency allowed this to go ahead is embarrassing for our industry. What was the budget and what was the CD doing letting this fly?.
bobthebuilder
August 18, 2011
I think they tried to do a Molson's Canadian Beer type ad, which was really funny at the time…but this ad just came across flat and warm…with an aftertaste of wee.
Country
August 18, 2011
Would an ABstain look more like a map of Australia or a Telecom logo?
and do you think a good soak in Persil would remove it?
Valentine
August 18, 2011
Will be a good line at the pub – 'sorry girl…doing the Abs.. thing' (try to pronounce drank…hard?) – what a laugh – love it – committed with Telecom till the end…sounds like Captain America…ah
Shunter
August 18, 2011
1. Fitzpatrick has sold out his country (and any respect he had) for a $100K 'talent' fee.
2. Are the AB's themselves allowed to tell us what they really think of this drivel? Yeah right!
3. Will any self-respecting client ever go to S&S in the future?
4. Will this 'guy' from Telecom ever get a job anywhere else?
5. I will double my usual quota, and intend to move my only Telecom account
Michael
August 18, 2011
I'm seriously considering moving my account to Vodafone now. This is just embarrassing.
pragmatist
August 18, 2011
I see they have 'pulled it off', thank goodness. Does anyone think the marketing dude from Telecom looks like he stepped straight out of a 'bros' video from 1986.
TelstraClear
August 18, 2011
Conceived to celebrate the true heart and soul of rugby. "Union The Heart of Rugby Exhibition" on Father's Day, Sept. 4th http://ow.ly/65Y2v
Shore Boy
August 18, 2011
Should be some vacancies at Telecom and Saatchi's shortly
WK
August 18, 2011
maybe I should have sent my "I'm rooting for the AB's" campaign into Saatchi after all…..:)
Troy McClure
August 18, 2011
I think it's a terrific campaign.
Everyone's talking about it and it makes us want a win all the more.
Also I don't have a girlfriend or a wife or a wife's girlfriend so you can all suffer with me, you randy lucky bast ….
Smithy
August 18, 2011
how the heck did this campaign fall out of the digital sky and land in the mainstream arena? It was only ever meant to be an online viral SM thing right? I mean the ads look like they've been shot on someone's mobile phone and the Sean Fitz look alike (god please don't tell me it's really him!) looks like he's stuck in a tight fisted grip by a Telecom hand.
cynic
August 18, 2011
@ TroyMcClure
You're the Telecom marketing guy right?
Just because 'everyone' is talking about it doesn't make it better.
If everyone was calling you a greasy pervert, you wouldn't say "well at least they're talking about me".
And how does it make 'us' want a win?
What if we don't win? Suddenly, thousands of Kiwis will associate their pent-up sexual frustrations with huge feelings of national loss and mourning thus creating an epidemic of impotence of biblical proportions.
This awful piece of marketing may actually wipe out the population of New Zealand.
But hey, at least everyone's talking about it right?
party poopa
August 18, 2011
Dear cynic, Seems like you've haven't quite grasped this. You sir are a sheep. You are being led by the media. This is a joke, maybe not to your conservative tastes, but a bit of fun all the same. How can you judge a gag based on hearing an extract. I sugggest you get back in your pen with the rest of the the non abtainers on this forum. Tomorrow they'll be more news for you to follow. Enjoy.
rod staff
August 18, 2011
hahaha. anyone know where I can get a fist car?
Valentine
August 18, 2011
Party poopa…
I love cynic, he's got his red socks – true NZ style –
This whole thing sounds like Kanya west sampling Crowded house…Help now Help now…it is so funny i can't believe nobody laughing out loud, coming home coming home now and no s…
Anyway, have done worse…really – have set price strategy for Adidas :)
Party poopa
August 18, 2011
Onya Valentine, you have a brain. Isn't the best advertising supposed to be 'disruptive'. Better than that student stuff that run's running for sky. Why haven't they been lynched for being weak and contrived???
Kevin
August 18, 2011
The Lovemark company continues to evolve itself and clients into skid marks.
Phil
August 18, 2011
To think that a top marketing company actually had their people sit around in a "think tank" and this is the best they came up with. Scary!
pragmatist
August 19, 2011
Well after all this, the real test is to see what they come back with. To think that this was their only idea and that for all their collective wisdom, insight and creative genius they have no other ideas and that their whole use of media over the RWC campaign will be focussed upon normal telecom promotion would be a joke. Out of major adversity and skiny time frames the best people do arrive, are they up to it, or should they all book a collective corporate cab to drop them off at home for a cup of tea and a lie down.
What A Worry
August 19, 2011
Honestly, as a New Zealander, I just find the whole thing embarrassing to the max.
dangermouse
August 19, 2011
What's funnier than the great hoax Telecom pulled off is the continued public outcry, even from industry people who think it was all real. I work in PR and this this screams of 'stunt' – how does no-one else see that? The fact that they were so readily pulling a campaign days from launch? It was never going to happen anyway. And their marketing man fronting up to Campbell Live and Closeup without a care in the world? Too obvious!! Clever clogs at Saatchi and Telecom got what they wanted out of this one – everyone talking.
Jane
August 19, 2011
Dangermouse, that is utter tosh. That's a line that gets trotted out every time an agency fails at something and they don't want to admit it. Crap. They f*cked up and they know it, and YOU know it. So stop saying it's clever – what a pathetic excuse.
Phil
August 19, 2011
So true Jane, how could anybody assume this was a stunt. They've had to pull billboards, posters, signs, and
ads…. will cost them a bloody fortune, which they rightly deserve! NZ seems all to often to suffer from unprofessionalism
, it's like we celebrate being idiots, as if it's the kiwi way. Sad!
Valentine
August 19, 2011
would have been good to be impressed by a Telecom campaign showing rugby legends…showing secrets from the field?? or game tactics – something about sport to make us connect with the game? not some funny ahah crap, odd to be ashamed off – and what a retreat, sad and horrible for what's left of PR strategy in NZ – may be they do not have enough budget and that was the best they could do – comparing with AU – Telecom cies would have hired U2 to sing for the ABs in a bloody good campaign – lets dial again…did not get thru -
Maureen
August 19, 2011
I hope the pink fist goes up for sale on TradeMe. Imagine having a hoon down K-rd in that.
Mark Perry
August 19, 2011
Got Kevin Roberts smell all over it. Obviously, he being a pom, was looking for this reaction. Pathetic.
legoman
August 21, 2011
New word: "Abstainidas" – help me with the definition folks…
Party poopa
August 22, 2011
Got to love advertising. People taking themselves and their opinions way too seriously again. Get off your high horses peeps. This was only a fail because of the negative media spin it was given. If this had launched in the correct manner, people would have smiled, got behind it and so would all you spineless mogatrons. Move on.
jodowner
August 22, 2011
Truly a shocker! The only people who've got it right is TVNZ's "One Love" campaign…the people own the AB's..power to the people!
Ted
August 22, 2011
Yes, the Telecom abstain campaign was so engagingly humorous and 'tongue in cheek' they had to explain to people why it was funny.