Football Australia unveils new ‘A Different Breed’ campaign for the Subway Socceroos via Ogilvy
A new brand campaign underpinning the Subway Socceroos AFC Asian Cup Qatar 2023 journey and beyond – ‘A Different Breed’ – has been officially released ahead of the squad’s arrival in Doha for the tournament.
‘A Different Breed’ – developed in partnership with Ogilvy Australia – epitomises the distinctive identity that the Subway Socceroos have cultivated over many generations, and the way that collective journey has shaped the image of the current squad.
The campaign characterises the way the Subway Socceroos have inspired a nation and galvanised the football community through their many on-field exploits.
‘A Different Breed’ encapsulates the belief, desire, and spirit of the Subway Socceroos as they begin to write the next chapter in their storied history.
The focal point of the campaign launch will be a video featuring Keanu Baccus, Mitchell Duke, Jackson Irvine, Sam Silvera and Harry Souttar – representative of the current core of players who have been so pivotal to the Subway Socceroos’ success, as well as the next generation of talent beginning their national team journey.
Football Australia CEO, James Johnson said ‘A Different Breed’ would resonate strongly with Subway Socceroos fans old and new: “I think it’s a fantastic way to capture the essence of this Subway Socceroos team.
“The Australian men’s national team is littered with stories of pioneers and champions across the course of history, and their influence on the identity of this team is still evident today.
“Those who have watched on for many years will hold fond memories of moments that this team has left a nation in awe – no more so than the FIFA World Cup Qatar 2022 – and deeply understand what this campaign represents, while for the next generation of fans ‘A Different Breed’ makes immediately clear what this team stands for.
“Arnie and the senior members of his squad have worked tirelessly to build a camaraderie that has become the cornerstone of this group’s success, ‘A Different Breed’ is a way for us to showcase that across what is an important period for the Subway Socceroos.”
Subway Socceroos captain, Maty Ryan said ‘A Different Breed’ spoke to the many journeys the squad members had taken to become part of the national team: “This campaign is about our characteristics as a collective, the things we know make us uniquely Australian.
“The identity of this team, our values and how we want to play are so important to our success and we felt ‘A Different Breed’ summed those things up perfectly.”
The campaign will run across the Subway Socceroos entire FIFA World Cup 2026 qualification campaign, with promos/television commercials, a national presence through OOH and radio; as well as digital ads and digital activations through the official Subway Socceroos and Football Australia social channels.
Creative Agency: Ogilvy Australia
Football Australia
Head of Marketing, Communications & Corporate Affairs: Peter Filopoulos
General Manager – Marketing: Nicole Zosh
Marketing Manager – National Teams: Arith Ranasinghe
Creative Manager: Ryan Ostle
Mid-Weight Designer: Ryan Chau
Executive Producer: Richard McBurnie
18 Comments
A different bread.
So so bland
I actually really dont mind this. I like the motion grapics. I think we should be more aware of positivity.
It’s a miss!
As a football fan, I’m embarrassed by this.
I got to 41 seconds. Skip.
Don’t PR this. It’s cringeworthy.
Better than other agencies that would have done it worse I could think of
Socceroos getting the soggy end of the sandwich with this one.
Considering the emotion and buzz the team stirred up at the world cup, this feels so, so flat. As if the people making it have no idea what supporting the team actually means, and why people support them.
Awful. What is actually tring to say, because it appears there are so many messages being pushed. Production is amateur, a teenage could have put this together in a couple of hours
This is a corporate video.
Who lets this kind of work out the door? You had the opportunity to hero the one team all codes can get behind in this country. The underdogs who still get up after being pummelled again and again. A shame.
You can tell this was made by people with no real understanding of the sport, or any sport? I’m not sure what’s worse, that this was pitched to Football Aus or the fact they liked it?
The strategy manifesto became the ad.
In what way are they a different breed? It’s just a collection of vague aphorisms cut with football montages.
This feels like something you’d show at a TV upfronts ahead of a new season, ft. painstaking talent talking heads who’re contractually obliged to read off a script.
A different breed
It’s in our blood
hear us roar
Together we are strong
Whatever it takes
It’s our time
And other such sports words
Embarrassing. If it’s actually the case that football fans made this (let alone approved it), they should all be subbed off.