Google uses real search trends in powerful brand film ‘Season in Search’ via EssenceMediacom, Seven and Whooskha Media

Google has delivered an iconic high-impact media moment with their film, ‘Season in Search’, during Seven’s coverage of the 2025 Toyota AFL Grand Final on Saturday, 27 September. For the first time ever, a 120 second ad aired during half-time on Seven.

Google worked with EssenceMediacom, Seven and creative partner Whooskha Media, to transform millions of searches into a powerful brand film that turned the half-time break into an unmissable celebration of some of the most-searched and unforgettable moments of the 2025 AFL footy season. This included Gold Coast Suns qualifying for finals for the first time, Nasiah Wanganeen-Milera leading a St Kilda third quarter come back in Round 20, Erin Philips being one of the two AFLW players inducted to the AFL hall of fame, and the impact of the opening round being postponed due to cyclone Alfred.

The “Season in Search” spot was created using trends from millions of proprietary Google searches from the 2025 season, to identify and capture the highs, lows, and breakthrough stories that defined the 2025 AFL season. It charts fan conversation across the year as reflected through the nation’s search habits – a powerful cultural barometer of AFL fandom.

Not long after the half-time siren, Google’s “Season in Search” film created one of the biggest contextual advertising moments seen at half-time in the AFL Grand Final, which was watched by more than 4 million people. The campaign cements Google Search at the heart of Australia’s biggest sporting event.

The campaign focuses on how Google aims to give back to fans in a moment of shared passion, encouraging every fan to “search on”.

Beyond the broadcast, Google, Seven, and the AFL are amplifying the campaign across multiple touchpoints to ensure maximum engagement.

• Search Easter Eggs: AFL Fans searching for their teams during Finals discovered hidden delights in Google Search, extending the excitement online.
• Exclusive Content Series: In partnership with Seven, comedian and AFL podcast host Broden Kelly join AFL stars Callan Ward (GWS), Will Ashcroft (Brisbane), and Isaac Quaynor (Collingwood) featured in social content aired on Seven throughout the finals season.
• Social Engagement: Hawthorn’s Jack Ginnivan and Nick Watson react to trending moments and tackle the most searched questions about themselves in content on AFL’s social channels, complemented with fan polls and content related to the trending moments from the season.
• Player Amplification: Bespoke social assets empowered AFL and AFLW’s most talked about players to share their own “Season in Search” moments on their social channels.
• Season in Search Blog & Homepage Feature: The Google Search homepage pointed fans to the film on YouTube and a dedicated blog houses the film and trending AFL searches, allowing fans to relive the season’s pivotal moments

Says Leah Ferris, Head of Consumer Marketing, YouTube, Apps and Platforms AUNZ: “The AFL is one of the most enduring cultural moments where Australians come together to celebrate, commiserate, and connect. Google Search is at the heart of footy conversation, with search trends revealing what fans truly care about throughout the season. We’re proud to partner with the AFL and Seven to showcase how Google Search enables fans to tap into the pulse of the season.”

“This campaign is the result of a bold vision and true partnership,” says Stevie Douglas-Neal, Managing Director, EssenceMediacom Sydney. “We’ve turned a sponsorship into a cultural event, positioning Google Search as a positive force for shared experience and conversation. We’ve shown what’s possible when creativity, data, and collaboration come together on the biggest stage in Australian sport.”

Says Rob Maclean, Seven National Sport Sales Director: “The AFL Grand Final is a major cultural moment, and Seven’s exclusive coverage gives brands the chance to connect meaningfully with the year’s biggest audience. Google’s ‘Season in Search’ is a standout example – using brand assets to enhance storytelling and forge emotional connections. It’s smart, relevant content our producers love and fans truly value.”