The Rugby Pass Hall Of Fame Welcomes: The Dominator Range Of Garage Doors
In one of the smartest marketing moves in rugby history, All Blacks coach Steve Hansen has been endorsed by a range of garage doors.
In a bid to make the Steve Hansen brand more appealing to the new home purchaser, his new commercial features a starring role by a range of still photographs of garage doors, each of which beautifully and smoothly approve of the coach’s qualities.
The message is a subtle one, but there is no doubt the creative team and the production team have created a special advertisement, one in which Hansen is quite happy to be upstaged by his co-stars, reinforcing his commitment to humility – a key component of the All Blacks and the coach’s success.
https://youtu.be/p2EDsqE6IlI
One branding expert spoken to about the sensational partnership says the Steve Hansen brand team have found the perfect fit in Dominator.
“Whenever a brand is looking for an endorsement, it is important that the endorser fits with the personality and the qualities of that brand.
“When you think of Steve Hansen, you immediately think of a functional and hard-wearing building product – one that can be open or closed, depending on the circumstances.”
Hansen is not the first member of the All Blacks to be endorsed by parts of buildings, or entire buildings, for that matter. Former All Blacks captain Richie McCaw was recently endorsed by a range of middle-of-the-road suburban brick and tile homes, which perfectly encapsulated his everyman values.
Current All Blacks captain Kieran Read sought and received endorsement from a plumbing wholesaler, with a star turn coming from a porcelain toilet, which sources close to the commercial shoot say ad-libbed a scene in which it was cradled in Read’s manly arms.
Neither of those endorsements, however, delivered the power of the Dominator Garage Doors commercial. Although Steve Hansen has the only speaking part, it is the doors – all smooth lines, and perfectly blended colour matches – that elevate this from a standard “I’m with him” spot to a unique “You’re not even listening to what he’s saying, but he’s looking good by association” 30-second epic.
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And Hansen himself knows that a good endorsement only works if you are willing to let the endorser take centre stage. His own performance is an object lesson in restraint. Dressed all in black, hands on hips, his sombre recital of his own brand qualities (tough, reliable, good looking) are echoed by the garage doors, each of which remained closed, inviting you to guess what the hell is going on behind them.
There is no better image to capture the essence of the Steve Hansen brand. All perfect lines and smooth finishes on the outside, but the promise of a whole bunch of chaos and mess on the inside.
One renowned New Zealand sales and marketing expert, who did not want to be named in this story, says she expects sales of Steve Hansen to increase thanks to the work of the Dominator doors.
“There is no doubt more people will buy Steve Hansen now,” she says.
“An automatic garage door speaks to peoples’ need for security, protection, and peace of mind. Thanks to their endorsement of Steve Hansen, his brand, which already tested well in each of those categories, can be assured of a massive boost.
Endorsing sporting stars can be a fraught business for brands, but in this instance there is no doubt, Dominator have got in spot on. It is a partnership that, like the coach they have backed, will surely pass the test of time. We welcome this stunning range of garage doors to our Rugby Pass Hall of Fame.
Comments on RugbyPass
SBW is fast becoming a laughing stock, his misplaced comments & lack of insight Is actually pretty sad.
3 Go to commentsJust well you guys are couch 🛋 potatoes selector's, picking a team of greenhorns to play England! “What are you people smoking?” The halfbacks will be Christie, Fakatava, Perenara Props; Newell, Bower, Lomax, Tunga'fasi, Hookers; Asosa Amua when fit, Taylor, Samisoni,
11 Go to commentsQuite frankly, all this is a bit pathetic. The first time Wales get the Wooden Spoon in 21 years and everyone is on the bandwagon for a ‘play-off’ game. Wales have no obligation to Georgia and no obligation to the rest of the Six Nations to play such a game. If they want Georgia in so badly then they need to include South Africa into a Northern Hemisphere competition with 2 leagues of 4 teams with the top 2 competing for the Championship. Sadly, this will end Triple Crowns and Grand Slams forever. Is this really what you want?
4 Go to commentsI think Finau to start Blackadder to come on. Poss Prokter instead of Ioane, haven't seen much from Reiko so far this year.
11 Go to commentsJoe will have had a good chat with Dave Rennie, a smart move to begin with while it’s doubtful Fast Eddie will be consulted? Plenty of Aus players hitting top form so they should go OK.
3 Go to commentsMmm. Not sure I like this article or see it as necessary.
3 Go to commentsBlackadder but no Finau! 😀 It’s Razor so you are probably right, plus Taylor at 2…
11 Go to commentsThe strongest possible AB side would actually include Aaron Smith, Bodie Retallick, Sam Whitelock, Leicester Fainga'anuku, Shannon Frizzel.. don’t get me started on the rest of the injury hit brigade that got flung on the heap so left. Many a whole not getting filled as of yet.
11 Go to commentsI don’t think anyone knows what Schmidt will do, one thing is certain it ain’t gonna be all the picks we on the keyboard will think. My impression of him is that he will be looking at who can step up and what is the best combination. He will ignore individuals as he looks for guys who can build a powerful team and not just guys who can make a flashy run or ignore the winger as they want to score themselves.
3 Go to commentsSome dumb selections there. Not Porecki Not Donaldson Not Gordon Not Lonegran - both Not Nic White - Fines instead Not Liam Wright Not Paisami Definitely not Vunivalu Other than that not bad.
3 Go to commentsI've never been convinced that Patty T is a test match all black. Otherwise I probably agree it's the best side available to beat the poms. Caveat that Codie Taylor is yet to be seen and could very likely warrant selection by June. I hope that Razor brings the young loosies, half backs and locks into the training squad and develops/ selects the best
11 Go to commentsYou doing the same thing I disliked about the example of Samisoni Taukei'aho, Nick. He’s great the way he is, you’re trying to do what modern-day coaches frustrate me doing, turning everyone into the perfect athlete. Next thing you’ll be telling me you’ll bench him until he’s hit that arbitrary marker, and can’t overtake the current guy who’s doing all his workons. He’s a young Kieran Read, through and through, plays wide and has threat, mainly (and evident in your clips) through his two hand carry and speed. Just let him work on that, or whatever he wants, and determine his own future. Play God and you risk the players going sideways, like Read did, instead of being a Toutai Kefu. I mean I was in the same camp for a while, wanting our tight five to have the size, and carry ability, as the teams they were getting beat by. Now I’m starting to believe those teams just have better skilled and practiced individuals, bigger by upwards of 5kg sometimes, sure, but more influentially they have those intrinsic skills of trust and awareness. Basically our guys just didn’t know wtf they were doing. Don’t think I’m trying to prove a point here but hasn’t Caleb Clarke been in much better form this year, or does he just ‘look’ better now that he’s not always trying to use his size?
44 Go to commentsThe pack lacks a little in height for the line out and I wouldn’t be completely convinced by some of the combinations till we see it in action.
11 Go to commentsThe side is good but lacks experience. International playing bona fides udually trumps super rugby form for good reason. And incumbents are usually stuck with. Codie Taylor should start or come off the bench. B Barrett will start at fullback. Blackadder has not earned the position, Finau has. TJs experience and competitiveness earns him a starting role, Christie or Ratima off the bench
11 Go to commentsPretty good side. Scott Barrett should be the captain. Ethan Blackadder a great choice at blindside. He is going to go from strength to strength having made a couple of starts for the Crusaders. Scott Robertson rates him highly. Perenara could start a no 9.
11 Go to commentsI question and with respect. Was enough done over the last few years to bring through new blood knowing the Whitelocks and co couldn’t last forever. There should have been more done to future proof the team. New squad new coach, he and they weren’t set up well. IMO
6 Go to commentsJacobsen will definitely be in the 23
11 Go to commentsLots of discussion points, Ben, but two glaring follies IMO: 1. Blackadder at 6. Has done nothing so far this season to justify his selection. Did you see him going backwards in contact at the weekend? Simply has not got the physical presence at 6: we need a Scott Barrett or a Finau (or wildcard Ah Kuoi), beasts who are big enough to play lock, like Frizzell. If Barret played at 6, Paddy could be joined at lock by Vai’i or one of the young giants we need to promote, like Darry or Lord (if he ever gets on the field). Blackadder best left to join the queue for 7. 2. Not even a mention for Christie? Ratima gets caught at crucial times at the back of the ruck when he hesitates on the pass. The only way he starts would be if Christie and TJ are injured.
11 Go to commentsWhat a dagg in more ways than one
6 Go to commentsRegroup come back next year but sack some of the coaching team and don't be like the ABs last minute sacking. If Crusaders don't do well ABs don't do well.
5 Go to comments