DDB finds Buzz Lightyear's love child

DDB has launched a Rugby World Cup campaign for Sky TV – with an authentic ex-Marine drill sergeant, Brad Potts (aka R J Cleaver).

See the ad here.

The sergeant has (in real life) been in the Marines and Special Forces, knows four different martial arts and is a three-time member of the Marines wrestling team.

That adds up to one man you don’t want to mess with.

“It’s building up to the World Cup to show that Sky has more coverage than anyone else,” DDB managing director Justin Mowday said.

“All 48 games, 3,840 minutes of rugby.”

Which is where the idea came from – once you work out the minutes of coverage, it turns out the camera crew will do more match time than the players.

The work was directed by Tim Bullock at Prodigy and creative duo Natalie Knight and Gavin Siakimotu came up with the idea.

DDB Group ECD Toby Talbot said the creative pair had had a hot streak recently.

“They also did Lotto ‘Lucky Dog’ and VW ‘Milk Run’.”

The campaign has four phases that will roll out over the year leading up to the World Cup, but as yet only the first ad (linked above) is available.

The phases go from the cameramen and sound guys getting ready and finally turning to the public, where the sergeant will target punters to make sure they’re also match fit – and that they stay that way.

Mr Talbot said Sky marketing head Mike Watson was delighted with the campaign, and that the various RWC parties (IMG, RWC, the Rugby Union) were also tickled by the scripts.

“They were in hysterics, because Gavin [Siakimotu] does a mean drill instructor, but Brad took that to a whole new level.

“Sometimes you have this idea in your head and when you have it realised – and then some – it’s great.”

Hopefully it will get cut-through in a cluttered RWC media environment.

“There’s going to be a lot of build-up and excitement,” Mr Talbot said.

“Everyone’s going to be out there with their ideas. But what I like about it is that it gives Sky a personality and makes it more than just a provider of entertainment.”

The sergeant may also pop up around town during the RWC period – as well as on other channels.

“To have a character with some continuity over the period is good,” Mr Mowday said.

Mr Talbot paid homage to Potts’ acting talent.

“He’d learned every word down pat, and then he still managed to ad-lib a lot.

“He’s got the most impossible physique, too – he’s the love child of Buzz Lightyear and Action Man.”

"Kane! Take your pantyhose off, drop and give me 20!"