Modern Marketing Rugby World Cup Confused.com

Confused.com offers play on Japanese philosophy in ITV Rugby World Cup idents

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By Rebecca Stewart | Trends Editor

September 19, 2019 | 3 min read

Confused.com is looking to offer a "fresh perspective" on rugby, unveiling the creative to support its sponsorship of ITV's Rugby World Cup coverage.

confused.com itv rugby

Alongside Land Rover the brand is the joint-headline sponsor for both ITV and STV's broadcasts from Japan

Alongside Land Rover the brand is the joint-headline sponsor for both ITV and STV's broadcasts from Japan.

To mark the tournament, the comparison site has unveiled a series of nine sponsorship idents which will surround the coverage on traditional TV and online.

Created by Karmarama, the short films use traditional Japanese concepts to bring clarity to the "unwritten rules, unspoken principles and hidden art" of the game of rugby.

The visually arresting ads feature a mix of Japanese cultural concepts, idioms and philosophies interpreted in the context of the game of rugby, giving a new perspective on elements of the sport, for example, ‘Wa’, ‘Nintai’, and ‘Danshari’.

The ads aim to showcase how Confused.com can bring clarity to consumers, helping them make more confident decisions.

The sponsorship idents will run from the opening ceremony on Friday 20 September, through to the final on 2November.

Earlier this week, O2 — the official sponsor of the England national team — unveiled its samurai-inspired ode to the squad.

Confused.com : ITV World Cup Idents by Karmarama

By Confused.com

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