New Zealand’s Telecom drops ‘Abstain’ campaign

The TVC features All Black legend Sean Fitzpatrick in a pink fist-shaped bumper car, encouraging New Zealanders to abstain from sex during the Rugby World Cup.

"It's people like you who are prepared to lie down and do absolutely nothing for six long weeks that will help this beautiful country of ours fulfill its destiny," he tells his countrymen and women.

Rugby fans could show their abstinence by wearing a black rubber pledge band finger ring, as demonstrated on the fist-shaped bumper car.

The campaign, from Saatchi and Saatchi, was met with considerable ridicule, particularly in Australia, home of New Zealand's rugby arch-rivals.

One source said he felt the ad was meant to be tongue-in-cheek, “like the Old Spice ironic machismo” but still felt the whole thing was a huge embarrassment. “I’m surprised this came from Saatchis,” he added.

A leaked internal memo giving a “personal apology” for any “embarrassment” from Telecom's retail chief executive Alan Gourdie said, “It’s been a torrid 24 hours in the glare of public spotlight, as well as in that of our own team’s views and opinions. Nothing like a full and frank exchange of views!”

The memo continued, “But even before the full campaign was properly kicked off, it’s pretty obvious to all that we misjudged public opinion. So you may or may not be surprised to hear that following the strong reaction yesterday, we won’t be proceeding with the ‘Abstain’ campaign.”

Asked for comment, Ben Lightfoot, CEO McCann WorldGroup Singapore and "ex-Kiwi" was "literally speechless" after watching the TVC.