Rassie’s R-rated social media tactics: Why the Springbok boss remains South Africa’s untouchable maverick
International Rugby
Springbok coach Rassie Erasmus used a series of viral social media posts and AI-generated memes to end speculation over the future of Tony Brown (pictured), confirming the attack guru is not leaving the South African set-up. Photo: Backpagepix
Image: Backpagepix
COMMENT
Maverick Springbok coach Rassie Erasmus has startled supporters with his latest post on social media platforms X and Instagram, and the more prudish amongst us might find it too hot to handle.
In shutting down speculation that assistant coach Tony Brown might depart the Springbok set-up for an opportunity in his native New Zealand, Erasmus has mimicked Leonardo DiCaprio in The Wolf of Wall Street.
The AI-generated meme features Brown in a smart suit yelling, “I’m not f****** leaving!”
Erasmus added the caption: “Sleep, dream and wake up with a smile = Content.”
Has Rassie gone overboard in getting his message across?
Some might take offence at the swearing, but these days this type of vernacular is part of the rugby territory. In the Springboks’ award-winning documentaries Chasing the Sun and Chasing the Sun 2, the F-word is liberally used throughout.
Hilariously, Erasmus has previously admitted that his mother chastised him for his swearing in the shows.
“My mother asked me why I had to use that word. My answer was that if someone could come up with a better word to get the message across, I would use it,” Erasmus said, with a smile.
Erasmus first posted a meme of Brown on Saturday night with the words, “I’m not leaving”, before following it up later with the more graphic video clip. Within a few hours, the second clip had been viewed 60 000 times.
Erasmus has a long history of posting unusual clips on social media. We have seen him dancing with his bulldog, partying with himself, and waking up under the weather with the Rugby Championship trophy.
Springbok assistant coach Tony Brown. Photo: Backpagepix
Image: Backpagepix
In short, Erasmus does things differently. He certainly has a unique way of delivering his messages to the public. He is not universally popular because of his abrasive methods, but in South Africa, he can do no wrong.
With two World Cups in the bag and the Boks favourites to defend their crown next year in Australia, fans will want their flawed genius to change nothing.
Rassie is Rassie, and long may he reign.