The All Blacks have found themselves at the centre of a new public relations controversy - this time over a humorous and edgy Telecom-led advertising campaign to have fans abstain from sex for the Rugby World Cup.
The New Zealand Rugby Union is understood to have been irritated by the campaign, although it issued a supportive statement last night. NZRU officials are believed to have put their foot down when presented with an original draft of the campaign.
"Abstain for the All Blacks" will be driven by the official Telecom-sponsored BackingBlack fans website - and asks supporters to avoid sex during the World Cup to support the team.
The campaign will be fronted by former All Blacks captain Sean Fitzpatrick and participants will receive black rubber rings for their fingers to show they have signed up for the World Cup next month.
Originally, the plan was to have posters above urinals urging men to "think of your mum in a bikini - abstain for the All Blacks", but they were cut from the campaign.
It is understood posters will be placed in bus shelters bearing the slogan: "Touch, pause and don't engage."
The BackingBlack campaign was founded by Telecom and is endorsed by the NZRU as the official All Blacks fan club.
Telecom director of marketing Kieren Cooney said it was intended as "tongue-in-cheek".
"We've tried to take a way that is fun and is absolutely tongue-in-cheek and is absolutely based on, what we think, is Kiwi humour ... So, this is something which I don't think is prudish or is precious but is one which is a good laugh."
Mr Cooney said the NZRU had been involved with Abstain for the All Blacks from its conception.
A source said the NZRU, which officially endorses the website, was not happy with the campaign and asked for changes to the original concept. It is understood the union is still irritated but is now happier.
"They've been involved from the top down with both BackingBlack and this campaign itself ... we have been dealing with them on a weekly, if not daily, basis in the process," Mr Cooney said.
NZRU commercial manager Paul Dalton said in a statement last night the union's partners "manage their own creative ideas but we are in the loop on their latest campaigns, and as with other BackingBlack activity we expect this to be entertaining and get people talking".
Mr Cooney said the concept for Abstain for the All Blacks came from the members of the BackingBlack fan club through social networking and interaction through the website.
- Amelia Wade
