Steinlager – All Blacks

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A montage of images of the 1987 All Blacks preparing for their victorious 1987 World Cup Campaign. Slow motion shots of their muscular bodies idealise the men as heroes.

Voiceover: "Stand by the All Blacks. We Are. Steinlager, official sponsors of the 1987 World Cup Challenge."

This advertisement likely would not be able to be made today. Stricter codes of advertising set by the Advertising Standards Authority now specify that: "heroes that minors may wish to emulate or that have strong appeal should not be included in alcohol advertising […] A number of teams in particular have been identified as heroes of the young. They include the All Blacks, the Kiwi League team, the Warriors League team, the Black Caps cricket team and the Silver Ferns netball team."

Catalogue Reference C2465

Year 1987


Agency: Saatchi & Saatchi
Music: Stand By Me
Cast: 1987 All Blacks

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