Come on England!
Posted in Advertising, Arif Durrani, Latest reporters' blogs October 19th, 2007 by Arif Durrani
We’re just hours away from finding out if England can pull off the most amazing sports coup in living memory and retain their crown as rugby World Champions. Victory hangs in the balance, but a number of advertisers have already won.
Yes, the odds are against them, an ageing side that lacks imagination and form. Jonny is still not kicking at his best while Jason Robinson is quite literally on his last legs. And yes, they were humiliated by the very same South Africa team only weeks before in the pool stages. And yet, just maybe…
Optimism can be a wonderful thing, as evidenced by the number of brands currently enjoying the associated feel-good bounce. ITV is set to record yearly advertising highs for tomorrow’s match, with more than 15 million viewers expected to help attract some £3 million worth of ads.
Gary Digby, the managing director of ITV’s sales operation, has embarked on last-minute negotiations with brands desperate to get a seat at the top table. Alongside official Rugby World Cup sponsors Guinness, Magners, Vauxhall and Peugeot will be a host of Jonny-come-latelys: Cadbury’s will run a 90 second version of its “Gorilla” ad with a message for the England team, Sony Bravia will run the full 90 second version of its “Rabbits” Bravia ad, Audi has booked a key spot for its new R8 model and others are piling in.
US country star Kenny Rogers is supporting England by allowing his song ‘The Gambler’, said to be the unofficial anthem within the English team, to be used in the opening Peugeot UK ident of the final. The 10 second spot was created by Euro RSCG London.
Come Monday it will all be over, and we’ll either be revelling in the glory of being the first nation to successfully defend the championship, or we’ll be back to pinning our prayers on a flaky bunch of national footballers.
The coverage of the final between England and South Africa begins at 7.30 pm.
To read the news story related to this blog, go to mad.co.uk
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