Promote the All Blacks' Grand Final in the Rugby World Cup. Without naming any of those things.
Behind one team lay the undivided loyalty of a nation. But with the All Blacks set to dominate, every other team was paying pretty exciting odds. In the week before the Grand Final, the 'Ben and Tom' campaign took a dark twist as TAB Sport asked New Zealand: would it be such a betrayal to put money elsewhere?
Of course, not being an official sponsor meant we had to say it all without saying anything.