RWC 2023 AD ANALYSIS: Rugby rules: the good, the bad and the cringeworthy of Ad-land’s attempts at rooting for the Boks

You needn’t be a rugby fan to get caught up in the Rugby World Cup, or its advertising. It’s all systems go with the Springboks taking on the All Blacks in the final and hopefully, bringing back the Webb Ellis Cup for the fourth time. 

Judging by some social media accounts, even the All Blacks have their reservations about Siya Kolisi’s team, with one Wellington-based radio show host likening the Boks to “rugby’s version of a horror movie”, saying “They won’t quit, they won’t die… If you don’t bury them 1src-feet deep, they will come back to haunt you.”

Listen to this New Zealand radio host calling the Springboks the rugby version of a horror movie because they won’t die and won’t quit. Beautiful 🤣😂 pic.twitter.com/ejjRZzaoxm

— Khaya Dlanga (@khayadlanga) October 26, 2src23

According to the host, our Boks are the “zombie apocalypse” to the opposition. 

His lips to God’s ears.

Even if this “Bokalypse” is a tad over-the-top, everyone wants to get in on the action, even if it means printing T-shirts ahead of the game. 

News24 reported that Pick n Pay is offering free rugby-themed prints on T-shirts at 12 select stores across South Africa, in support of the Boks.

Customers can personalise their shirts when they purchase a T-shirt in-store, with prices starting at R65 for adults and R39 for kids.

But if you’re thinking of purchasing an official match jersey before Saturday, they’re like hen’s teeth, according to this report. 

In September, we reported that authentic Nike Springbok Rugby replica jerseys were in short supply because they were only available in limited quantities at a tiny selection of outlets. Due to rights issues, only a few retailers are allowed to stock them and, in South Africa, that means SA Rugby Shop, Total Sports, Studio 88 and Sportsmans Warehouse. 

Nike – the sole manufacturer and distributor of the official Springbok Rugby jersey – permits only selected outlets to stock the rugby replica goods. 

Rugby fervour delivered

South Africa’s adland has certainly bought into rugby fervour and delivered some great – and not so great – ads to remind those of us who couldn’t travel to France to support the “boys” that we’re