Chip on the shoulder ads flavour the Rugby World Cup 2011

The TV campaign, which first aired in the week leading up to the Rugby World Cup opening ceremony, shows Springbok Captain John Smit take on 'Chippie McMillan' from Australia in the ultimate of chip eating contests. The TV campaigns are packed with sexy cheerleaders, supporters, a referee, commentators and play heavily on the strong sense of patriotism of the Springbok supporters.

The TV campaigns were created by Net#work BBDO's Rob McLennan (executive creative director), Liam Olding (copywriter) and Warwick Rautenbach (art director).