Confused.com aimed to offer a fresh perspective on the sport of rugby through its on air idents supporting its ITV Rugby World Cup sponsorship.
In tandem with World Rugby sponsor Land Rover, the financial services comparison site is the joint-headline sponsor for both ITV and STV’s japan 2019 Tournament broadcasts.
To run as ad break bumpers in the broadcaster’s rugby coverage, the brand created a set of nine blipvert style sponsorship idents which sandwich the coverage on traditional TV and online.
The ads, created by agency Karmarama, feature traditional Japanese concepts and tropes to help viewers understand some of the ‘unwritten rules, unspoken principles and hidden art’ of the game of rugby.
The ads focus on a set of Japanese cultural concepts, idioms and philosophies – such as ‘Wa’, ‘Nintai’, and ‘Danshari’ – as seen through the lens of rugby.
Thus giving insight into the host nation and a new perspective on elements of the sport itself.
The message and aim of the ads is to show that Confused.com itself brings clarity to consumers and helps them make informed, confident decisions.
The sponsorship idents will run from the opening ceremony on 20 September through to the final on 2 November.
Comment:
These bumpers are visually arresting and have a touch of intrigue.
But will they genuinely hold the interest of bleary eyed rugby fans who have struggled out of bed to watch the games in the early morning and need coffee in the game breaks to shake off the lack of sleep?
Links:
Confused.com
https://www.facebook.com/confused
https://twitter.com/confused_com
https://www.youtube.com/user/Confuseddotcomonline
https://www.pinterest.com/confuseddotcom/
https://www.instagram.com/confused_com
Karmarama
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