Castle's "SA flag" campaign

I tend to have my ear to the ground on most things concerning advertising and PR, but didn't hear a peep about this fantastic flag until I saw the ad. Even then I just thought it was an ad, until I saw the flag fly past one of the stadiums. I have friends who saw it at the stadium and they just thought it was a really messed up, low budget flag being flown past. Maybe I just wasn't in the right shopping centre or something, but they could have gotten a lot more fabric (mileage) out of this one. What happened? Great idea, bad execution? Of course there will be those of you who will say the boring old stuff like "Well, you are talking about it now aren't you?" True, but I could have been talking about it 2 months ago and then seeing the thing on TV and knowing what the hell it was.