Opinion: A new 'Diversity is Strength' ad is part of NZ Rugby's long-term strategic goals, but also comes at the perfect time, as the sport deals with Israel Folau's comments, writes Jamie Wall.
A screenshot from the new Diversity Is Strength ad. Photo: Supplied
In rugby, like in a lot of things, timing is everything. A perfect pass to a player hitting the line, or a perfect tackle on an opponent that's just received the ball.
Or, in the case of NZ Rugby last night, the perfect time to make it clear which side of an argument you're on:
We are proud to team up with @AIGRugby as we tackle discrimination together! #DiversityIsStrength pic.twitter.com/iOITBOIfx5
— All Blacks (@AllBlacks) April 23, 2018
The AIG-sponsored 'Diversity is Strength' ad was filmed last year, and it's entirely possible it wasn't originally scheduled to run until the test season started in June. It shows the All Blacks and Black Ferns wearing a rainbow infused playing jersey, while the narrator makes a diatribe about 'knocking down barriers', 'fighting as one' and the usual sort of stuff that accompanies slow motion shots of sports players and classical music.
As far as aesthetics go, it's pretty unoriginal. The director has clearly taken their cues from any number of NFL Films productions, Nike promos or cheesy sports movies to get the desired effect.
There's a weird moment as a Japanese crowd rises passionately to presumably sing 'God Defend NZ', and one of the All Blacks is wearing number 0 for some reason. There's the slight issue of including the Black Ferns in the ad, because if they were all really in it together then the women should probably be getting paid the same.
But the message is clear: NZ Rugby wants to be about as far away as it possibly can from the mess that Rugby Australia now finds itself in thanks to Israel Folau. Now all those people banging on about respecting beliefs and freedom of speech should be able to see what this is really about: the image of an organisation and what the people writing the cheques want.
This isn't to say that NZ Rugby doesn't really believe in diversity or inclusion. The more people inspired to play rugby, the better - but this is a very clever and obvious move to cash in on the current feeling towards Folau's statements. It's not a bad thing at all, they'll reap the benefits of being the progressive team that promotes the socially acceptable view.
Of course, this wave started last week when All Black halfbacks Brad Weber and TJ Perenara came out swinging on social media. Both made their feelings known about their disagreement with Folau's views, but it was no slightly-ambiguous subtweet or disclaimer about beliefs.
Weber used the word 'disgust' while Perenara rammed home his message by providing a link to a gender minorities support page (also worth mentioning former Wallaby halfback Nic White also chimed in with a message of support, which is notable because he's the only Australian player to say anything on the issue so far).
My cousin and her partner, and my Aunty and her partner are some of the most kind, caring & loving people I have ever had the pleasure of knowing. To think that I play against someone that says they'll go to Hell for being gay disgusts me. ️️️
— Brad Weber (@brad_weber9) April 17, 2018
Let it go on record that I am 100% against the comments that were made by Israel. It was not ok to say that. It’s not an attitude I want to see in the game I love. There is no justification for such harmful comments.
— Tj Perenara (@Tj_Perenara) April 18, 2018
Hit the nail on the head @Tj_Perenara and @brad_weber9 hats off to you both for having the balls to speak up. For what it’s worth I completely agree and support you boys. “Know that it’s ok to be you” real class TJ #HalfbacksAreSmart
— nicholas white (@white_nic) April 18, 2018
It earned the admiration of many, to say nothing of surprise. Just last week I wrote a column that concluded by saying that it's unlikely that NZ Rugby would have to deal with a situation like Folau, because the All Blacks aren't exactly known for saying anything interesting at all.
But it's fitting then that a couple of yappy halfbacks broke that mould and may have ushered in the early release of the Diversity is Strength campaign. It said a lot that Steve Hansen felt comfortable enough to wholeheartedly endorse Perenara at the first All Black press conference of the year.
But the campaign would've gone ahead regardless of whether Folau had said what he said, anyway. Which is a clear sign that NZ Rugby has had this as a strategic goal for a while now, and have recognised the need to move with the times. If anything, they're probably secretly thanking Folau for providing a much more favourable climate for them.
So there it is, one of the biggest bastions of New Zealand conservatism just walked out the gate and took a side. Like all companies that publicly and officially embrace diversity, there's no going back now.
