Rebel Sport urges Aussies to ‘show your colours’
Rhubarb, the specialist retail agency launched last month by ex-BMF creative Helen Cowley, has unveiled new work for founding client The Rebel Group, the sports retailer. The ‘Show your colours’ campaign, which breaks on Sunday, aims to encourage Australians to get behind their teams as the AFL and NRL seasons progress.
“We wanted to create an ad that would play to the emotions of Australian supporters who live and breath sport, and motivate them to come to Rebel Sport and buy player and supporter products. The campaign had to be aspirational, to engage with consumers on an emotional level,” said Cowley.
“The insight we used was the fact that emotions of a sports fan run wild throughout a season. From intense passion to fear. From determination to concern. From joy to anger and from disappointment to relief. The one thing that remains true though is their undying support for their team,” she added.
Credits:
- Client: The Rebel Group
- Agency: Rhubarb
- Production company: Luscious International
Can you posthumously promote my name in the credits too!
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‘Approach’? I’d say ‘progress’…
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Retail and DM expert maybe but this TV ad is less than average. Still, better than what they’d been doing before. So points there.
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I assume there is an AFL version of this as well? Or did I miss something?
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A bunch of pretty uninspiring bordering on lame shots of people leaving a house getting ready to catch a train, cut too an incredibly well known quote (thought the exact wording is contentious), and Helen Cowley – sorry I don’t know you Helen – can describe it with all that flowery, impressive language and buzz words? That’s amazing.
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Tom. I think you’re on the wrong site. All the cynical f***ers are on campaign brief.
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Thanks for the heads up Warren, understood and am feeling guilty of too much negativity in recent postings…it as a knee jerk reaction to a prosaic description, but I’ll refrain in future…
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“Some people think football is a matter of life and death. I assure you, it’s much more serious than that.” Classic Bill Shankly!
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Good stuff.
It’ll work like gangbusters.
(How confusing to have two Toms on here… bugger off other one, I was here first.)
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Like it…
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I went to Rebel to buy a jersey for The World Cup (soccer). I left aghast and bought a Socceroos jersey from the uk online for a fraction if the cost. Save the branding and lower your prices!
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As a former staff member and ’employee of the year’ at Rebel (circa 1997), I think it’s good to see them do something other than the overtly Harvey Norman retail style ads they’ve been doing…. Although I think they should bring back the tagline – ‘Before you run around run to Rebel Sport’… that was advertising genius.
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this will run for 2 weeks and be replaced by a catalogue spot….
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Yeah I like this.
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@ Waddy Uoo, I 100% agree, and buy all my Premier League and NBA gear from the UK or US, and find it 30-40% cheaper even AFTER adding in freight, and have it on my doorstep in 5 working days. In that I include not just jerseys, but football boots and casual runners.
So I would agree with you, save costs by not doing doing ‘artsy’ ads (and ripping off the great Bill Shankly – YNWA), lower your prices and bring out a 15 second ad with just a guy saying, “Rebel Sport . We’re now as cheap as buying online”
They’d get my business back.
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Bucks – you are very right. What do people think about the importance of high street brands (like Rebel) v being able to buy sports brands online (Nike, Adidas etc) cheaper elsewehere?
I have never seen an advert for UK Soccer Shop, but I buy my boots and replica kits from there at a fraction of the cost Rebel are selling them for.
I guess it is the old digital retailer v bricks and mortor. harvey Norman / Myer blah blah
Someone will get it right soon and make a million, with a warehouse… Like JB did in the UK…
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