In August 2011, Telecom New Zealand canceled the "Backing Black" advertising campaign, which called on fans to abstain from sex during the Rugby World Cup and wear black rubber rings to show their support. Telecom's retail boss Alan Gourdie apologised for offending Kiwis. Saatchi &amp; Saatchi, which was responsible for the concept and delivery, refused to comment. Saatchi &amp; Saatchi boss Kevin Roberts earlier defended the ads. Fans were more outspoken, flooding Backing Black's official Facebook site with messages of disgust. Prime Minister John Key said the campaign was evidence not all advertising dollars were well spent.