Iris introduces Rapid Rugby—with an impact

A new campaign from Iris promotes Global Rapid Rugby, which is debuting in Asia this summer.

The Rapid Rugby Showcase Series, which kicked off on 22 March and runs until 9 August, features six teams playing 14 matches in Perth, Hong Kong, Singapore, Lautoka (Fiji), Brisbane and Auckland. Rapid Rugby is a 70-minute game with rule changes meant to encourage risk-taking and higher scoring.

Ad Nut likes the ad just fine, but believes the 15-second spot (below) to be more fit-for-purpose than the 30-second version (above). After all, If you're trying to reach impatient people who are looking for a faster-paced, action-packed game, it follows that they probably won't persevere through a full 18 seconds of dry golf commentary before the payoff comes. With the shorter version, the big moment comes after a mere five seconds.  

CREDITS

Iris:
Regional CEO - Luke Nathans
GM - Katie Jenks
Board Director - Miguel Garcia
Head of Strategy- Peter Wilson
Creative Director - Dean Hamilton
Omar Jabi - Senior Art Director
Scott Mortimer - Senior Copywriter
Head of Design - Chris Clausen
Senior Account Director - Anthony Brooker
Senior Account Manager - Abigail Sands
Account Director - Annabelle Ewen
Technical Director - Declan Burns
Producer - Vicki Gerrans

Iris Concise Consultants:
Director - Richard Reid
Associate Director- Rahat Kapur

Production:
GoodOil Films

Carat Sydney:
Client Director - Samor Haoui

Rapid Rugby:
Brad Paatsch
Mark Doran
Mark White

Client Consultants:
Stuart Taggart - Envision
John Du Vernet - Delorean

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.