Turkey of the Week: OgilvyOne - IBM Rugby World Cup

Jeremy Lee gets annoyed with OgilvyOne's IBM Rugby World Cup sponsorship idents:

"Christ, these are bad. While I'm sure that, from a media perspective, the targeting is spot-on, why have they produced such bland idents that have absolutely no relevance to what is actually one of the most exciting sporting events of the year? And that generic endline - 'smarter data for a smarter planet' - is just meaningless. A massively wasted creative opportunity."