Athletes call out the cons of following AFLW in tongue-in-cheek PSA for Furphy via Banter

Players from the AFLW league have banded together to share the downside of Aussie fans watching their sport in a tongue-in-cheek ‘Public Service Announcement’ via Banter.

 

The AFLW is one of the most popular female sports competitions in Australia, however Furphy – beer sponsor of four AFLW clubs – is striving to provide a more inclusive footy culture by highlighting the sometimes unkind criticism levelled at the game.

In an initiative created by Furphy beer to highlight the remarkable skills and sportsmanship of the league, female athletes from the Demons, the Saints, the Tigers and the Swans have featured in a playful video to highlight the ‘pitfalls’ of watching the AFLW.

“We kick like girls,” explained Bec Miller from the Richmond Football Club, a stereotype which is quickly blown up by footage of some of the epic kicks from the female athletes.

“Our smaller bodies mean our speccies aren’t spectacular” said Hannah Priest from the Saints and Alana Woodward from the Swans, with irony as this is juxtaposed with cuts of some sensational marks.

“Because we paint our nails, we’re not as tough as nails,” offered Brooke Lochland from Sydney Swans, a myth immediately debunked with footage of dramatic tackles from the female athletes.

Says Anubha Sahasrabuddhe, chief marketing officer at Lion: “This latest season has already delivered some thrilling, nail biting matches, which is a testament to the incredible skills of these athletes.

“In spite of – and because of – some erroneous ideas about female AFL athletes, we felt compelled to show why this league is even more worthy of our recognition and attention for Aussie sports lovers.”

Says Paul Den, co-founder, Banter: “It’s been such a rewarding journey to be part of this campaign and bring Lion’s vision to life. It’s great to see a brand like Furphy supporting female athletes in a way that really shows off their remarkable skills. The AFLW has a bright future ahead of it and it’s a treat to be part of that.”

The PSA also celebrates the local atmosphere at the matches, giving fans the chance to watch professional football played at community grounds.

Adds Sahasrabuddhe: “The experience is vastly different to being in a packed MCG stadium, but the local vibe and $10 a ticket is why fans flock to the games! Just like our beer is for everyone to enjoy, we believe footy is for all teams and all fans!”

Furphy has made steady headway in equalising sponsorships of both women’s and men’s AFL, earlier this year announcing its sponsorship of AFLW teams the Demons, the Saints, the Tigers and the Swans alongside their male AFL teams.

Client: Lion Co
Agency team: Banter, CUB Films, UM and Affinity