KEY POINTS:
It's a new dawn, it's a new day, it's a new life, for meeeeeeee ...
Nice. Catchy. Actually, the full version is:
It's a new dawn, it's a new day, it's a new life
For meeeeeeeeee
And I'm feeling gooooood
And this old world
Is a new world
And a bold world,
For meeeeeeeeeee
And I'm feeling goooood.
Yes, the Super 14 TV advertisements are here with the competition itself steaming up behind. Hard to believe, isn't it?
For the All Blacks, those days of pumping iron in a reconditioning window of opportunity are but a distant memory, although there are the holiday snaps from Corsica should they want to reflect on Graham Henry's handiwork last year.
The music accompanying this year's Super 14 ads - Spinal Tap-like power chords - grabs your attention first. Then you feel the urge to start mulling over those R and R visuals and suspiciously optimistic lyrics.
The first thing that strikes you is that there isn't a lot of rugby going on in the rugby advertisements. In fact, there's none at all. The advertisements are a thrashing snapper away from full-on traditional summer scenes, with Super 14 players in tip-top holiday mode.
Last year, the adverts featured a lot of All Blacks in full stride even though the All Blacks weren't going to start the Super 14. But hey, that's advertising for you.
It does seem odd, however, to use highly recognisable All Blacks in action when they aren't going to play, then fail to use them when they are.
These ads may talk bold, but they don't walk bold. Put it this way. They are a far cry from the early Super 12 efforts, where Southern Hemisphere players such as Zinzan and Josh were portrayed as superheroes terrorising the universe.
The NZRU's six-shooter bravado appears stuck in the holster for now. Maybe it just ain't sure any more about undying support, especially for a competition that it splattered on from a great height last year.
Who knows, though. Maybe these ads will involve a developing story, like the old butter advertisements. Yes, that's it - the boots will come out, the individually targeted and monitored fitness training programme from the NZRU will arrive in the letterbox, Henry might call round, an All Black will suddenly appear packing away a tent, and before you know it, Isaia Toeava will be stepping across the screen with a hapless South African in his wake.
As for the lyrics, Hal David's they are not but the ad department had a tough brief, covering for last year's Super 14 Black-out and the World Cup hiccup-slash-disaster.
New dawn? There are a heck of a lot of top players who have scarpered overseas, but that's not the sort of new dawn to crow about. There are also radical new laws to be used in the Super 14, but even here the truly radical bits have been chopped out.
Is this really a feel-good, new dawn for rugby and our Super 14 teams or simply an ad man's hopeful dream for a tired competition?
THE BLUES
New dawn? More like old yawn. Apart from gifting one of the world's best locks to the Crusaders - a team that obviously needs all the help it can get - it's difficult finding exactly where the new life concept fits here.
Doug Howlett has jumped ship (not to mention on a few cars as well) so that's another change. There are a few other comings and goings, and getting Nick Evans in place of Luke McAlister represents a quantum leap in the rugby brains department. But the new Blues look pretty much like the old Blues.
Fate might have dealt a very different hand of course. If Robbie Deans had become the All Black coach, and David Nucifora had become the Wallaby coach etc, etc.
The Blues have scored a new assistant coach in Greg Cooper from the Highlanders though. That's a really old New Zealand Rugby Union trick, shuffling under-contract coaches around the country. What about Pat Lam or Shane Howarth getting a look-in? An Aucklander rising through the ranks to get a coaching job at the Blues would rank as cataclysmic.
THE HIGHLANDERS
Definitely a new dawn here, but not one that most people would be feeling goooooooooood about. Just about everyone has ridden off into the sunset.
Quick snap question, press the buzzer - who is the Highlanders' coach? Answer: Glenn Moore.
The Highlanders were about to embark on a new dawn by only picking blokes from within their boundaries but that got the heave-ho when it was realised this might lead to the dawn of a new franchise elsewhere.
And now the captain, Craig Newby, is out for two months. Rookie team, rookie coach, no dead-set captain, but not to worry. Moore has soothed the nerves by declaring: "I've had experience in senior leadership roles in business and I don't feel the pressure."
Yes folks, the Dunedin Chamber of Commerce rides to the rescue. The feel-good factor is in seriously short supply with this mob.
THE CRUSADERS
Potentially serious new dawn became an old one when the NZRU stuck with Robbie Deans. The master coach is back for one last hurrah after finding out that winning year after year is no way to become an All Black coach.
However, there is a a new-era feeling at the Crusaders, especially as they will miss Aaron Mauger's rugby smarts.
Ali Williams is in town although this column understands his deal allows the big fella to spend plenty of time back in the Queen City. Auckland's occasions pages will breathe a huge sigh of relief if that is the case. But yes, the new dawn concept probably does apply here in a minor way.
THE CHIEFS
Slow starters, glorious finishers, with as much chance of winning a title as a park tramp. No new dawns here.
But wait. The 2008 season might signal the rebirth of a significant career because Richard Kahui is a star in the making. Cross fingers, let's hope he's over the Chiefs' dreaded - forever mentioned - injury curse. If the Chiefs can deliver a world-class centre, then all is forgiven.
Their fans always forgive the Chiefs anyway, for the simple reason that failure is never their fault. Generally speaking, the Chiefs are dragged down because the rest of the world plots against them or because of an extraordinary injury crisis. New dawn or no new dawn, they don't really mind - especially if they beat the Blues.
THE HURRICANES
Who would know? Every day is a potential new dawn for this lot. They look much the same as ever, which means of course that even they have know idea how they will go.
