South African men are rugby crazy, their wives and girlfriends maybe not so much. We used the forthcoming Rugby Championship 2014 to promote “rugby widow” pampering getaways using kulula.com’s new “full-on” travel proposition as the one-stop site for flights, rental cars and hotel rooms.

SFX: SPORTS GAME CROWD ATMOS

COMMENTATOR: Here we are at humina humina blah blah et cetera, electric atmosphere, humina humina blah et cetera.

Humina swings it out to one oh one-ah, he's busy looking for quick one-ah to et cetera, he feeds inside to blah, to one-ah, to humina!

Running down the line (SHOUTING) humina humina! Blah! Et cetera! Ohhh!

Watta warra. They really were on the humina humina, the one oh one-ahs now blah, et cetera, et cetera.

(ATMOS FADES OUT)

ANNCR: If this is what the game sounds like to you, you’re a rugby widow. Go mourn with your besties...

SFX: CORK POP, WOMEN CHEERING, GLASSES CHINKING

ANNCR: ...with pampering getaways at kulula.com. Flights, cars and hotels included.

MNEMONIC: KULULA.COM

ANNCR: Full-on travel!