How ad great Richie McCaw shilled his way to becoming New Zealander of Year
The All Blacks great is more than just a Versatile home owner – he’s also a surprisingly versatile actor.
Richie McCaw was named New Zealander of the Year last night. Some people are angry. They say setting about every All Blacks record, winning two World Cups, and retiring the greatest rugby player of all time isn’t enough to earn you a bank-sponsored award at a Wednesday night Langham booze-up. But with all respect to the guy who founded The Warehouse, McCaw absolutely deserves his place among the past winners of this prestigious award. People forget he is more than a great rugby player-turned-helicopter pilot: McCaw is also one of the finest actors of his generation; a cultural icon who has helped shape the identity of our small island nation in some the most epic ads made south of Hollywood.
Look at our great captain’s oeuvre. His latest campaign for Westpac is one of his most ambitious projects yet: an arthouse meditation about the value of getting on with it. The 60-second ad includes several key themes which run through his body of advertising work – hard yakka, the great outdoors, and going for a run, among others.
Despite his signature themes, McCaw is far from a one-note wonder. In fact, from his brooding Beats by Dre performance to his friendly and informative work as an ambassador for kitset building company Versatile – not to mention his comic turns for Mastercard – he has exhibited a remarkable range for an actor with no formal training.
Here are the 148-test All Black’s television ad appearances ranked from least to most important.
8. Sealegs
This 2011 Sealegs commercial featured push-ups – a McCaw ad staple, and bonus points for them being on the beach – and put him at the wheel of a fancy boat, but lack of any speaking part prevented him from demonstrating his true range. A minor work.
7. adidas
The All Blacks’ loyal kit manufacturers gave McCaw his first known taste of the advertising limelight back in 2007, when he and some other All Blacks drew stickmen doing the haka on a pane of glass for the Impossible is Nothing campaign. From the same era, the Of This Earth campaign was the first to include a now-trademark jogging scene. Contrast these stoic, expressionless performances with 2015’s Force of Black campaign to see just how far he progressed. Despite his remarkable improvement in acting range, McCaw remained somewhat typecast in adidas ads. As a result they rank among his lesser works.
6. Weetbix
Weetbix were perhaps the first advertisers to tell the All Blacks hero: “be yourself”. Easier said than done, but McCaw rose to the task for this 2011 ad with Sonny Bill Williams. Although he doesn’t have a speaking part, McCaw’s presence and easy charisma speaks for itself.
5. Westpac
The first ad of McCaw’s post-All Blacks career may be his most artful and profound work, using extreme exercise as a kind of metaphor for saddling yourself with backbreaking debt. But beneath the flashy surface it mostly just retreads the themes of his earlier work. Hard slog, jogging, sweat… We’ve seen these all before.
4. Air New Zealand
While not an ad in the strictest sense of the word, Air New Zealand’s 2011 All Blacks safety video was a landmark moment, McCaw’s first real opportunity to branch out into a more lighthearted role. He delivers a highly competent piece-to-camera from the cockpit, but the highlight is the subtle glance he shoots the flight attendant at 0:59 – that’s pure acting.
In 2015 the All Blacks again appeared in an Air New Zealand safety video, but McCaw – by then a recognised talent with nothing left to prove – made only a brief cameo appearance.
3. Mastercard
Like De Niro in Meet the Fockers, McCaw’s appearances in the All Blacks’ popular Mastercard ads revealed an unexpectedly strong comedic side to an actor better known for his serious work. In early ads he played a bemused foil to the All Blacks’ number one fan Tim, but as the series developed the pair established a firm friendship. In what may turn out to be their final Mastercard ad the pair share some heartwarming moments together – perhaps none more so than the classic haircut scene.
2. Beats by Dre
Richie McCaw’s advertising career masterpiece. The 2015 Beats by Dre ad is the single best showcase of his talent spectrum, tying together strands from across his oeuvre – enjoying a cup of coffee, slow-motion jogging in beautiful rugged scenery, putting in hard yards on the training paddock – into a visually arresting 3-and-a-half minute feature. That he does all this while wearing different models of Beats by Dre headphones just goes to show the full extent of his ability.
1. Versatile
“That’s Versatile” goes the jingle at the end of every ad, and it could just as well be about McCaw’s acting as the kitset homes and garages he’s promoting. He started as a Versatile ambassador back in 2010 when he held the title ‘New home builder’, before graduating to ‘New Versatile home owner’ and finally just ‘Versatile home owner’. These ads are the perhaps the closest we’ll ever get to ‘the real Richie McCaw’, showcasing his signature off-field moves like sipping a cup of coffee and standing with his hands in his jean pockets. Their importance cannot be overstated.
Comments on RugbyPass
But here in Australia we were told Penney was another gun kiwi coach, for the Tahs…….and yet again it turned out the kiwi coach was completely useless. Another con job on Australian rugby. As was Robbie Deans, as was Dave Rennie. Both coaches dumped from NZ and promoted to Australia as our saviour. And the Tahs lap them up knowing they are second rate and knowing that under pressure when their short comings are exposed in Australia as well, that they will fall in below the largest most powerful province and choose second rate Tah players to save their jobs. As they do and exactly as Joe Schmidt will do. Gauranteed. Schmidt was dumped by NZ too. That’s why he went overseas. That why kiwi coaches take jobs in Australia, to try and prove they are not as bad as NZ thought they were. Then when they get found out they try and ingratiate themselves to NZ again by dragging Australian teams down with ridiculous selections and game plans. NZ rugby’s biggest problem is that it can’t yet transition from MCaw Cheatism. They just don’t know how to try and win on your merits. It is still always a contest to see how much cheating you can get away with. Without a cheating genius like McCaw, they are struggling. This I think is why my wise old mate in NZ thinks Robertson will struggle. The Crusaders are the nursery of McCaw Cheatism. Sean Fitzpatrick was probably the father of it. Robertson doesn’t know anything else but other countries have worked it out.
13 Go to commentsIt could be coincidental or prescient that the All Blacks most dominant period under Steve Hansen was when the Crusaders had their least successful period under Todd Blackadder and then the positions reversed when Razor took over the Crusaders.
13 Go to commentsDefinitely sound read everybodyexpects immediate results these days, I don't think any team would travel well at all having lost three of the most important game changers in the game,compiled with the massive injury list they are now carrying, good to see a different more in depth perspective of a coaches history.
3 Go to commentsSinckler is a really big loss for English rugby.
1 Go to commentsThanks Nick The loss of players to OS, injury and retirement is certainly not helping the Crusaders. Ditto the coach. IMO Penny is there to hold the fort and cop the flak until new players and a new coach come through,…and that's understood and accepted by Penny and the Crusaders hierarchy. I think though that what is happening with the Crusaders is an indicator of what is happening with the other NZ SRP teams…..and the other SRP teams for that matter. Not enough money. The money has come via the SR competition and it’s not there anymore. It's in France, Japan and England. Unless or until something is done to make SR more SELLABLE to the NZ/Australia Rugby market AND the world rugby market the $s to keep both the very best players and the next rung down won't be there. They will play away from NZ more and more. I think though that NZ will continue to produce the players and the coaches of sufficient strength for NZ to have the capacity to stay at the top. Whether they do stay at the top as an international team will depend upon whether the money flowing to SRP is somehow restored, or NZ teams play in the Japan comp, or NZ opts to pick from anywhere. As a follower of many sports I’d have to say that the organisation and promotion of Super Rugby has been for the last 20 years closest to the worst I’ve ever seen. This hasn't necessarily been caused by NZ, but it’s happened. Perhaps it can be fixed, perhaps not. The Crusaders are I think a symptom of this, not the cause
13 Go to commentsNo way. If you are trying to picture New Zealand rugby with an All Blacks mindset, there have been two factors instrumental to the decline of NZ rugby to date. Those are the horror that the Blues have become and, probably more so, the fixture that the Crusaders became. I don’t think it was healthy to have one team so dominant for so long, both for lack of proper representation of players from outside that environment and on the over reliance on players from within it. If you are another international side, like Ireland for example, sure. You can copy paste something succinct from one level to the next and experience a huge increase in standards, but ultimately you will not be maximizing it, which is what you need to perform to the level the ABs do. Added to that is the apathy that develops in the whole game as a result of one sides dominance. NZ, Super, and Championship rugby should all experience a boom as a result of things balancing out. That said, there is a lot of bad news happening in NZ rugby recently, and I’m not sure the game can be handled well enough here to postpone the always-there feeling of inevitable decline of rugby.
13 Go to commentsNo SA supporter miss Super Rugby - a product that is experiencing significant head wind in ANZ - the competition from rival codes are intense, match attendance figures are at a historical low and the negativity of commentators such as Kirwan and Wilson have accelerated the downward spiral in NZ. After the next RWC in 2027 sponsors will follow Qantas and start leaving in droves.
2 Go to commentsLike others, I am not seeing the connection between this edition of the Crusaders and the All Blacks future prospects under Razor. I think the analysis of the Crusaders attack recently is helpful because Razor and his coaching team used to be able to slot new guys in to their systems and see them succeed. Several of Razor’s coaches are still there so it would be surprising if the current attack and set piece has been overhauled to a great extent - but based on that analysis, it may have been. Whether it is too many new guys due to injuries or retirement or a failure of current Crusaders systems is the main question to be answered imo. It doesn’t seem relevant for the ABs.
13 Go to commentsharry potter is set in stone. he creates stability and finishes well. exactly what schmidt likes. he’s the ben smith of australian rugby. i think it could quite easily be potter toole and kellaway for the foreseeable future.
5 Go to commentsThis is short sighted from Clayton if you ask me, smacks of too much preseason planning and no adaptability. What if DMac is out for a must win match, are they still only going to bring their best first five and playmaker on late in the game? Trusting the game to someone who wasn’t even part of planning (they would have had Trask pinned in as Jacomb preseason). Perhaps if the Crusaders were better they would not have done this, but either way imo you take this opportunity to play a guy you might need starting in a final rather than having their 12th game getting comfortable coming off the bench.
1 Go to commentsThanks Brett.. At last a positive article on the potential of Wallaby candidates, great to read. Schmidt’s record as an international rugby coach speaks for itself, I’m somewhat confident he will turn the Wallaby’s fortunes around …. on the field. It will be up to others to steady the ship off the paddock. But is there a flaw in my optimism? We have known all along that Australia has the players to be very competitive with their international rivals. We know that because everyone keeps telling us. So why the poor results? A question that requires a definitive answer before the turn around can occur. Joe Schmidt signed on for 2 years, time to encompass the Lions tour of 2025. By all accounts he puts family first and that’s fair enough, but I would wager that his 2 year contract will be extended if the next 18 months or so shows the statement “Australia has the players” proves to be correct. The new coach does not have a lot of time to meld together an outfit that will be competitive in the Rugby Championship - it will be interesting to see what happens. It will be interesting to see what happens with Giteau law, the new Wallaby coach has already verbalised that he would to prefer to select from those who play their rugby in Australia. His first test in charge is in July just over 3 months away .. not a long time. I for one wish him well .. heaven knows Australia needs some positive vibes.
21 Go to commentsWhat a load of bollocks. The author has forgotten to mention the fact that the Crusaders have a huge injury toll with top world class players out. Not to mention the fact that they are obviously in a transition period. No this will not spark a slow death for NZ rugby, but it does mean there will be a new Super Rugby champion. Anyone who knows anything about NZ rugby knows that there is some serious talent here, it just isn’t all at the Crusaders.
13 Go to commentsI wouldn’t spend the time on Nawaqanitawase! No point in having him filling in a jersey when he’s committed to leave Union. Give the jersey to a young prospect who will be here in the future.
5 Go to commentsIt was a pleasure to watch those guys playing with such confidence. That trio can all be infuriating for different reasons and I can see why Jones might have decided against them. No way to justify leaving Ikitau out though. Jorgensen and him were both scheduled to return at the same time. Only one of them plays for Randwick and has a dad who is great mates with the national coach though.
53 Go to commentsBrayden Iose and Peter Lakai are very exciting Super Rugby players but are too short and too light to ever be a Test 8 vs South Africa, France, Ireland, and England, Lakai could potentially be a Test player at 7 if he is allowed to focus on 7 for Hurricanes.
7 Go to commentsPencils “Thomas du Toit” into possible 2027 Bok squad.
1 Go to commentsDon’t see why Harrison makes the bench. Jones can play at 10 if needed, and there is a good case for starting her there to begin with if testing combinations. That would leave room for Sing on the bench
1 Go to commentsWhat a load of old bull!
1 Go to commentsOf the rugby I’ve born witness to in my lifetime - 1990 to date - I recognize great players throughout those years. But I have no doubt the game and the players are on average better today. So I doubt going back further is going to prove me wrong. The technical components of the game, set pieces, scrums, kicks, kicks at goal. And in general tactics employed are far more efficient, accurate and polished. Professional athletes that have invested countless hours on being accurate. There is one nation though that may be fairly competitive in any era - and that for me is the all blacks. And New Zealand players in general. NZ produces startling athletes who have fantastic ball skills. And then the odd phenomenon like Brooke. Lomu. Mcaw. Carter. Better than comparing players and teams across eras - I’ve often had this thought - that it would be very interesting to have a version of the game that is closer to its original form. What would the game look like today if the rules were rolled back. Not rules that promote safety obviously - but rules like: - a try being worth 1 point and conversion 2 points. Hence the term “try”. Earning a try at goals. Would we see more attacking play? - no lifting in the lineouts. - rucks and break down laws in general. They looked like wrestling matches in bygone eras. I wonder what a game applying 1995 rules would look like with modern players. It may be a daft exercise, but it would make for an interesting spectacle celebrating “purer” forms of the game that roll back the rules dramatically by a few versions. Would we come to learn that some of the rules/combinations of the rules we see today have actually made the game less attractive? I’d love to see an exhibition match like that.
29 Go to commentsIrish Rugby CEO be texting Andy Farrell “Andy, i found our next Kiwi Irishman”
5 Go to comments