Adidas 'of this earth' by 180 Amsterdam

Adidas is launching a global ad called "of this earth" for the Rugby World Cup featuring the New Zealand All Blacks.

The central idea of the ad, by 180 Amsterdam, is to create a symbolic patchwork field using a piece of turf from the hometown of each and every All Black -- past and present.

The whole of New Zealand is represented as a living patchwork from cities like Wellington with 153 All Blacks to tiny 800-person townships like South Bridge where two All Blacks have been produced.