AFL launches 2021 Toyota AFL Premiership season launch campaign ‘This Is Us’ via Clemenger BBDO
The AFL has released its 2021 Toyota AFL Premiership season launch campaign, ‘This Is Us’, which celebrates the games unique ability to bring people together, created by AFL Media, Clemenger BBDO Melbourne and MOFA.
‘This Is Us’ taps into the heroic footy moment every young fan dreams of kicking the winning goal after the siren.
The campaign features fans from local community football clubs, Auskick and AFL club members who have recreated their own magical moments, showcasing a diverse range of footy families across Australian backyards, local football ovals and beaches.
The fan footage has been interspersed with historic “after the siren” footy moments including Malcolm Blight’s torpedo “It’s a big kick, it’s a mammoth kick” to Ashley Mcgrath’s “Miracle on Grass” and the recent spectacular boundary finish by Jack Newnes to seal the win for Carlton last year. The classic commentary and footage is set to the six-time platinum track ‘Kick’ by INXS.
Says Julian Dunne, head of marketing and content, AFL Media: “The brand campaign continues our celebration of the connection between our fans and our game through the overarching “This is Us” platform. It doesn’t matter who you are or where you’re from, footy brings us together like no other. The campaign focuses on how the game is imbedded in our culture from community to the elite codes, the pure passion of our fan base and the opportunity for new fans to be welcomed into the fold.
“Our fans and members are as passionate as any in the world and they have showcased this with their incredible loyalty over the past 12 months. This campaign focuses on some of our most spectacular moments and showcases the joy that our game brings through those moments that become lifetime memories.”
The campaign will be supported by TV, out-of-home, print, radio, digital and social that integrates fan and player imagery.
AFL
Head of Marketing & Content: Julian Dunne
Marketing Projects Manager: Rita Khouri
Creative Executive Producer: Donald Mayes
Agency: Clemenger BBDO Melbourne
Production Company: MOFA
Director: Nick Kelly
2nd Unit Director: Maddy King
DOP: Shelley Farthing-Dawe
2nd Unit DOP: Miller Best
Executive Producer: Llew Griffiths
Post-Production: AFL Media
Editor: Jon Fothergill
Sound Design: Mark Farrow
Producer: Ines Guarda
18 Comments
Zzzzzz
More market segments in this spot than a federal government ad.
Gave me goose bumps. Not easy trying to recreate these every year. Well played. Tagline a stinker though
What a missed opportunity.
That’s me, running around the backyard with my plastic footy, kicking the goal that wins the VFL Premiership!
“Right, so we’re going to make an ad about diversity in sport”
“What about the game?”
“Game?”
Yeah that feels pretty good.
Loved the spot
Have you actually stepped outside your ivory tower and looked around?
Catch a tram up St Kilda Rd and take a look around the city.
You might notice that you are the minority.
Australia is a diverse place.
Time you accepted it.
I’m with @Nice
The irony in your post is astounding, telling someone to step outside their ivory tower and accept the world by travelling by tram (only found in cities) up an inner-city suburb.
Have you travelled outside your inner-city bubble and noticed that, no, in-fact I’m not a minority? Have you ever left the city?
I don’t have to accept a fucking thing you cretinous Melbournites tell me, and you’ll notice that real Australia will agree. This ad-bubble shit will do fuck all for AFL, and implanting some nefarious diversity message into every ad possible serves literally no other purpose but to make people like you feel better.
Take your own advice, take a drive to the outer suburbs. And remember that your job is to sell, not change the world.
Remember when AFL was all about the game and what makes it the best in the world?
https://youtu.be/wLXpXs8shu4
That was style over substance AFF.
This on the other hand was deeper and better than yours…
https://www.youtube.com/watch?v=w2TO35rZjO4
The ad is fine, but literally could be an ad for AFL at any point in time. It’s utterly generic.
And yet, in 2021, Australia is going to be in an unique position in the western world as crowds return to stadiums (50,000 at the ‘G on Thursday night) and especially for Victorians, a year of struggle and pain will finally start to feel like it is behind us, as we rally behind something that can unite us and bring us all together.
The missed opportunity to create something that looks at this truly unique moment in time and the cultural role that the AFL can play in that is mind boggling. Not sure if the fault lies with the client or the agency, but I find it hard to believe that the brief from the client was ‘create something utterly AFL generic for us’.
It’s a shame.
Yeah, I also remember when ads like this had budgets.
Actually pretty good until the end…’This is us’, seriously, nothing better than that?
@hmmmm
…yeah sure but the last thing I want to watch is another Covid themed ad.
I love the makeshift goalposts.
There should be more makeshift goalposts and less of everything else.
This spot looks like production from Clems, creative via AFL in-house.