Aligning With Winners Who Lose.
My bemusement regarding the whole area of personality endorsement is no secret. Most of the time I just don't get it - it's badly executed, intellectually nebulous and all too often prone to self-sabotage.
While glancing at the French Grand Prix this afternoon, I saw a television spot for the Iveco Stralis which I take to be a truck. It proclaimed the usual trucky attributes of strength and performance by associating itself with the New Zealand All Blacks rugby team. Pretty lame in and of itself, but all the worse when my newspaper informed me that the latest performance of the All Blacks was to be outplayed by Australia yesterday.