It’s ‘Game on’ for Solo and BMF
Schweppes Australia and BMF has launched the biggest ever campaign for Solo as part of the iconic Australian brand’s three-year partnership deal with the FFA.
The idea champions ‘can football’, a game every man has played, to show that Solo and football are intrinsically linked and have been for years.
The launch spot follows ‘can football’ from Solo’s birth in 1973 through to the present day FFA partnership, which is highlighted by the ‘new Solo man’ – none other than Harry Kewell. Shorter spots focusing on spontaneous ‘can football’ moments will follow.
The campaign launches with 60 and 30 second TV spots on FOX Sports forthe 2009-2010 A-League kick-off, and a full Pay-TV, web and on-pitchsponsorship for the season. The A-League launch will be followed by afull campaign rollout in the coming months.
“Solo is an iconic Australian drink and has always played a part in oursporting culture. It’s great to be able to bring this heritagetogether with the global feel of football, the pride that surrounds theSocceroos, and the growing strength of the A-League,” said JeremyNicholas, executive planning director at BMF.
Film content was directed by Steve Rogers with production companyRevolver. Media Planning & Buying by Carat, with PR agency Wrightsdeveloping the national communications strategy.
Visit www.sologameon.com.au
Executive Creative Director: Warren Brown
Executive Planning Director: Jeremy Nicholas
Creative Director: Simon Langley
Associate Creative Director & Copywriter: Dennis Koutoulogenis
Digital Creative Director: Fred Haas
Strategic Planner: Christina Aventi
Art Director: Jake Rusznyak
Account Management: Nick Garrett, Alison Tilling, Clare Kerlin
Agency TV Production: Sue Stewart
Digital Production: Sora Nobari
Print Production: Alex Macarthur
Promotions & Activations: Kate Savage, Natalie Factor
Director: Steve Rogers
Production Company: Revolver
Digital Game Director: Micah Osis
Media Planning & Buying: Carat – Dave hearn, Catherine Krantz, Michelle Hayes
26 Comments
Great. Everyone but the receptionist has been credited and all I want to know is where the music is from?
all that grouping around the ball. where’s the space, you need more width to win the world cup.
I didn’t know Solo and football are and have been intrinsically linked for years…
That’s actually a half good idea. You’ve got the pack on screen all the time, and it’s a fairly ingenious way of linking the brand with soccer. I’m not from BMF.
Dear 1.34. Well hi pop picker it’s a toptastic hit from the 70’s by Mungo Jerry called Alright, Alright, Alright. Not ‘arf. But, since when did you crush a can to play tin can football!? Erm…it’s a lot easier to kick when it’s NOT crushed. You can even get some elevation.
Why would a uniquely Australian brand use a very Amercian endline. Weird.
That’s a lie. Solo have never been linked with soccer.
When I was a kid (in the 70’s) I used to play this exact same game with me mates. It put a smile on my face.
I like it. Everyone’s kicked the can about, so there’s your link to football…
Also like the use of the celeb. Very understated for a change.
The first rule of great creative is to search for the truth in the product. This ad fails terribly. Solo and soccer? Piss off.
Not even Steve Rogers could polish this one…
How ’bout Solo cans thrown at opposing fans as a more relevant link to football, particularly for a 70s and 80s representation.
Not sure if kicking a crushed can around is all that real. It’s actually pretty hard to do. An un-crushed can for a few kcks, maybe…
I liked the cameo by Harry though. Interesting to see how far Australia gets in the World Cup.
i prefer to play soccer/football with a ball…
Its executed like L&P mixed with every ‘evolving timeline’ thing I’ve seen in the last 3 years – and there’s many of them.
Holden, Heinekin (street changing) more closely the dude with the bread from London…
Why the timeline? Easier to have kept it in the 70s. And simpler.
About BMF, I’m tempted to say ‘I like their old stuff better than their current stuff’, but I’ll wait for the integrated viral can part of the campaign before I shit can it.
Hey 2 cents man. I don’t love this spot either but the whole idea, like it or not, is that Solo has been linked with football for years(??) so it wouldn’t work that well without some form of time travel.
And it’s Heineken, not Heinekin, which would suggest we are in some way related to the beer.
In the 70’s and 80’s we were too busy being solo men. No-one played soccer, no-one. I call bullshit and I think the great unwashed will also.
Can we call a moratorium on ‘through the ages’ tv ideas?
Honda’s ‘Impossible dream’ commercial a few years ago was great but when I saw this I didn’t know whether or not to go out and buy Foxtel HD or stop drinking because I’ll turn my kid into a pisshead.
solo = team sport. Australia in the 70s = soccer??? hmmmm… sounds like a sponsorship tactic driving the idea.
What a pack of wankers the majority of you are. This is a great ad.
No, I’m not from BMF.. I don’t even really like soccer, but I like this ad.
Hasn’t any one heard of Johnny Warren or even know when Australia first appeared in the World Cup??
There’s your link… if one’s even needed.
People will like this ad for what it is.
Holy crap – why did they bother with that website. Lame-O
This spells the end of trust in the Solo brand.
It has never been alighned with any code of football.
You cannot make up history!
You’re right 11:54. Solo has always been about Solo guys doing macho stuff for themselves. Where’s the team thing coming from? Maybe they’re changing SOLO’s name to TEAM
Hey 3.00 you dipshit, they’re saying peope have kicked a Solo CAN around since the 70’s. (get the link?). Personaly I think it’s a smart way to announce a sponsorship without trying too hard. But hey, maybe that’s too positive.
Thank you jeff. I thought I was the only person who understood that this ad was telling us that, while people have kicked around their can for ages, this is the first time they’re actually formally involved in football.
Although I can never remember needing to kick cans around as a kid. We tended to use balls. But then, I’m not some impoverished kid from the slums like the kids in this ad.
Hang on, I’m confused.
Obviously no one on here has seen the Hovis ad from the UK. Even then it was an old idea but they made it 123 seconds long because it was their 123rd anniversary.
The idea isn’t new – a number of British beer campaigns have done something similar (e.g.: Carling, Heineken) and Solo has always been associated with sweaty, outdoorsy, manly pursuits like white-water rafting, mustering cattle in the outback, surfing, etc. – not organised team sport and sponsorship, so the truth in this execution is non-existent. Having said that, it’s beautifully produced except for one thing – cans were steel back then and didn’t have the angled “lip” at the top, so you certainly didn’t crush ’em!.