Featuring Paul Sackey, Steve Borthwick and Shane Williams, the campaign shows the players in different rugby style poses, all with them starkers.
The press and poster campaign was created by Mother.
Project name
Innergear 6 Nations Rugby
Client
Powerade
Brief
Powerade’s Rugby association
Creative agency
Mother
Copywriter
Mother
Art director
Mother
Planner (creative agency)
Mother
Media agency
Vizeum
Media planner
Nick Halas
Photographer
Alan Clarke
Photographer's agency
Webber Represents
Retouching company
Bayeux
Exposure
National Poster and press
Rugby stars strip for Powerade poster ads
by Staff, Campaign, 26 January 2009, 09:30am
LONDON - Powerade has decided that the best way to promote its sponsorship of the Rugby Football Union is to get a few of Britain's top players to get their kits off.
Powerade...rugby stars feature in nude campaign
All Comments
Jonathan Harris - 26 January 2009
From a male point of view....can't say I'm a fan...at all....in fact I think I'm a lot less likely to buy Powerade now.
Sonja Walt - 26 January 2009
Not sure how this should appeal to the straight male market but as a woman, I LOVE it. Wish this kind of advertising was used more.
JSN - 27 January 2009
oh well another image to make us lesser males feel inferior. Where's me chocolate shake???
peter lynex-hopkins - 27 January 2009
Remember when you used to drape a page 3 bird over a car bonnnet? I'l keep saying again and again - where's the IDEA?
I remember when I was young, we used to have IDEAS! Does anyone have IDEAS any more?
Kate Ritchie - 27 January 2009
just who is this targetting? blokes don't want to look at naked blokes, and women don't do sport, so they wouldn't want to drink sugary energy drinks.
on top of this, no-one with a sense of style or credibility likes rugby, so overall, it's a bit of a turkey...
Bill - 29 January 2009
get your cliches out........this is a joke right Kate? "women dont do sport", "no-one with a sense of style or credibility likes rugby". hmmmm, think all the women who play sport and Hackett might disagree with you on those points. Also what does having a sense of credibility \(in relation to your sporting interest) actually mean? " Blokes dont want to look at naked blokes"- yes thats what Mother were thinking....they didnt think the campaign would get loads of pr and make powerade aspirational...
Caroline Upward - 05 February 2009
Kate, small-minded people like you infuriate me. I've loved rugby since I was a little girl, played for 4 years at university and am now the general manager of a high-end designer jewellery brand dealing with some of the most influential people in the fashion industry. It's part of my job to have style and credibilty. In short, I'm living proof that your comments are completely unfounded. I'm curious to know if you would make the same comments about the ad campaign that Powerade released using Olympic athletes back in August 2008. Shock horror - one of them was a woman!
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