The Drum Awards Festival - Extended Deadline

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By Danielle Long, Acting APAC Editor

July 1, 2022 | 2 min read

The English and Irish rugby teams - and their fans - have copped a cheeky ribbing from Antipodean fans in new campaigns ahead of this weekend’s international games.

The ads promote the international series, which sees England take on Australia’s Wallabies while Ireland faces New Zealand’s All Blacks.

Australia’s streaming platform Stan Sports has mocked English rugby fans in a TVC featuring Wallabies prop Taniela Tupo. The spot, created by sports-focused creative agency Post Match, sees Tupo interact with some stereotypical “whinging poms” as they complain about the cold beer, weak tea and uncouth Australians. The campaign includes TV, digital and social activity.

Meanwhile, New Zealand’s TAB has launched a tactical campaign with cheeky billboards around Auckland’s airport and the cities hosting games. The ad, created by Chemistry, aims to remind the players and fans of the challenge ahead with copy including “Think the flight was long? Try a 28-year unbeaten streak at Eden Park.”

The campaign includes OOH, digital, radio and print activity.

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