New Zeland's Steinlager stylishly recreates the country's first-ever rugby team to tour the U.K., back in 1905, in this spot gearing up for the Rugby World Cup next month.
The ad, by DDB New Zealand and director Adam Stevens of Robbers Dog, is shot in black and white and shows the team, who were "farmers..blacksmiths... nobodies I suppose," in the dressing room ready to take on England.
Its recreation of the team, from costume and hairstyle, to the luggage labels on their cases, is stirringly authentic and is bound to appeal to the patriotism of any Kiwi (who will know that they beat England 15-0). A previous rugby-themed campaign for Steinlager (by the same director) won a Gold Lion for Creative Effectiveness at Cannes in 2013; this ad uses the same tagline, "We Believe."
In eschewing the usual loud, aggressive, mud-covered style of rugby ads and going for a more nostalgic approach, Steinlager isn't quite alone; last November, Guinness also delved into the sport's history in a pre-World Cup campaign.