"Never Missed a Game"

1 September 2026

60s

A beautifully observed slice of life.

This ad for The Warehouse Group from New Zealand is simplicity itself. It catches your attention, and you find yourself waiting for a narrative arc... it's possible to feel disappointed that there isn't one, but then you realise what they've done, and it's clever. A narrative arc isn't important here, because this is a slice of everyday life to remind New Zealanders of the continuity of things that are important to them.

Rugby is important to New Zealanders, but this isn't about rugby; it's about fellowship and participation. It's about being part of a meaningful community and contributing to it selflessly. It's about being part of something. It lands all of these points without effort, and director Hamish Rothwell has marshalled every aspect of it to this purpose. Credit to the client here for backing an approach that could easily look as though it lacks direction. It doesn't, but it is so beautifully understated that it could seem that way.

New Zealand

Department Stores