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Sean Fitzpatrick appearing in an advertisement for the "Abstain for the game" campaign - Source: YouTube -
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Telecom is scrapping its ad campaign encouraging Kiwis to give up sex to support the All Blacks during the Rugby World Cup.
Telecom staff have been informed of the decision this morning and a formal announcement is expected later today, ONE News has been told.
The "Abstain for the game" campaign had been set to start at the end of next week.
The campaign involved a video fronted by former All Blacks captain Sean Fitzpatrick.
Participants were to have received black rubber finger-rings to show they back the All Blacks in the World Cup.
Despite the idea being criticised, Telecom's marketing director Kieran Cooney told TV ONE's Close Up last night that the company was standing by the campaign which was to have run with the slogan "Touch, pause and don't engage".
The initial concept reportedly included plans for signs above urinals reading "Think of your mum in a bikini - Abstain for the All Blacks" but these were later dropped.
Cooney said yesterday the point of the campaign was "to try and find a way to get the fans to rally in behind the All Blacks in a fun way".
To read some of the reaction to the campaign, check out the messageboard below.
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Add a Comment:
Post new commentioneeye said on 2011-08-18 @ 19:15 NZDT: Report abusive post
WifeandMum is entitled to her opinion and so are all of the others. Her comment leaves me to beleive that she wants to get a life as she is trying to supress freedom of speech, stick to your Law. Telecom are out of order and are idiots to come up with such a childish and stupid advertisment statement.
geofreyraa said on 2011-08-18 @ 15:38 NZDT: Report abusive post
I thought it might actually be beneficial to our country by reducing the number of teen-pregnancies and abortions.
DF said on 2011-08-18 @ 15:36 NZDT: Report abusive post
Clearly Sean will endorse anything these days for money. Surely when he was filming this he must have had an inkling of just how cringeworthy it was.
Sosoome said on 2011-08-18 @ 15:03 NZDT: Report abusive post
HI, Another Telecom decision by committee -ALL agreeing with the boss. A person did not need to be clever to see thiscampaign had failure all over it Money in the bag for Sean - well planned Sean!
kelvynstevens said on 2011-08-18 @ 12:32 NZDT: Report abusive post
Many rugby followers and especially those fans visiting from overseas will take the RWC very seriously. I hope the half wits who see every thing in life as a "bit of a laugh" don't become the public face of the RWC. There is a genuine and serious interest in the rugby and fans and supporters of the game should not let it turn into a joke.