Advertising Marketing

The Rugby Superfan Is Back For MasterCard’s Latest Campaign

Published on: 27th May 2015 at 6:00 AM

Andrea Sophocleous

3 Min Read

He’s worked his way into the hearts of New Zealanders and became Richie McCaw’s best mate, and now rugby superfan Tim is at it again in a MasterCard promotion campaign crated by McCann Sydney, trying to win tickets to the Rugby World Cup 2015 finals.

The campaign invites New Zealanders to register then Tap & Go three times to win tickets to RWC2015 in London for themselves and three friends.

The TV spot shows Tim dragging rugby superstar Richie McCaw across a mall, to the cinema and a questionable trip to the hairdresser in a bid to Tap & Go three times, so he can win RWC 2015 tickets and join his ‘best mate’ in London.

The campaign includes TV, out-of-home and additional video content for social channels.

Tim made his first appearance in MasterCard New Zealand’s advertising to promote card usage, in 2012, in a spot titled “Check In”. The TV spot was voted by Kiwis as their favourite TV ad of 2012 at the ‘Fair Go Advertising Awards’ and the follow-up campaign won the same honour again in 2013, while the 2014 spot made the awards shortlist.

McCann Sydney executive creative director Dejan Rasic said: “Tim has become a bit of a celebrity in New Zealand with his infectious enthusiasm for rugby and his friendship with Richie, and we always have a lot of fun bringing him to life for MasterCard. Recurring characters aren’t as common in advertising as they used to be, so it’s a great opportunity for us to develop a consistent campaign and tone for one of our longest-held clients.”

This is Tim’s fourth appearance in a MasterCard campaign.

MasterCard ‘Ruck and Mall’ – RWC2015 Promotion from McCann on Vimeo.

Other content:

MasterCard ‘Cinema’ – RWC2015 Promotion

MasterCard ‘Dance Dance’ – RWC2015 Promotion

CREDITS – ‘Ruck & Mall’

MasterCard
Michelle Pilot, Head of Marketing Australasia
Anthony Dumont, VP, Consumer Marketing
Kylie Bonassi, Program Manager, Consumer Marketing

McCann Sydney
Executive Creative Director: Dejan Rasic
Copywriter: Jack Wall
Executive Director: Alex Baker
Senior Account Director: Jonathan Rhyddrech
Senior Account Manager: Daniel Larcombe
National Head of Broadcast: Colin Tuohy

PRODUCTION
Rabbit
Director: Jesse James McElroy
DOP: Crighton Bone
1ST AD: Seumas Cooney
Executive Producer: Alex Hay
Producer: Julianne Shelton

POST
The Editors
Editor: Jessica Mutascio

ONLINE
ALT FX

SOUND
Song Zu
Creative Director & Composer, Sydney: Ramesh Sathiah
Sound Designer, Sydney: Myles Lowe
Producer, Sydney: Jess O’Byrne

TAGGED: Clemenger BBDO Sydney, David Jones, Federal Government

By Andrea Sophocleous

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Andrea Sophocleous is a journalist by training who has turned her skills to brand storytelling. She has a passion for stories well told, across all platforms and at all times. A social creature by nature, she makes a natural PR practitioner – and has the contacts list to prove it. As a journalist, Andrea specialises in covering the media, marketing and advertising industries; business, finance and property; and has also written extensively on technology, health and lifestyle. At a glance: • Sixteen years’ experience as a journalist, sub-editor, editor (print and online), PR consultant and communications specialist. • Specialise in covering the media, marketing and advertising industries, creativity, business, finance, property and lifestyle. • Experience in ghost writing opinion pieces and blogs. • Commissioned by businesses to create content for marketing material, content marketing initiatives, websites, annual reports, awards submissions and case studies. • Extensive experience in running an editorial team, staff management, budgeting, briefing journalists and photographers.