All Blacks go back to grassroots in Adidas campaign

by Nikki Sandison, Brand Republic 31-Aug-07, 08:30

LONDON - Adidas is launching a second global TV campaign featuring the All Blacks to tie in with this year's Rugby World Cup, using the idea of a field made from turf from the hometown of every player to have ever played for the team.

The ad, called "of this earth", was created by 180 Amsterdam and aims to celebrate the strength and determination of the New Zealand All Blacks.

The ad shows each player standing next to a square of turf from their home pitch, which is transported to France where they collectively form the World Cup pitch.

It features not only the current All Black line-up for the World Cup, but also legends Jonah Lomu and Sir Brian Lochore, who narrates the film.

The All Blacks also feature in a current "Impossible is nothing" spot for Adidas, where four of the players, including captain Richie McCaw explain the meaning behind the Haka.

Andy Fackrell, executive creator at 180 Amsterdam, said: "Speaking as one of the nine Kiwis in this agency, it's very emotional for us to create a piece of work for our home country. There's a certain sense of pride with how many All Blacks come out of your hometown, in my case Wainuiomata."

The film was directed by Johnny Green, who won an award for his Audi A3 Satellite film and featured in the 2007 Saatchis' New Director's Showcase.