MJW launches NRL’s latest theme spot – set to reach 10m Bon Jovi Facebook fans worldwide
March 2 2011, 10:13 am | | 62 Comments
The NRL, via MJW Advertising, Sydney, has launched its latest 60 second theme spot, which will be seen in Australia as well as by nearly 10 million Bon Jovi fans on Facebook. Since being posted three hours ago, more than 6000 say they like it.
62 Comments
Why does the NRL always get it so wrong? F*#king horrible.
living on a prayer…
Why did they cut the drunken group sex scene?
Hot, hot, hot!
Well done MJW.
Anyone who thinks otherwise is an advertising wanker.
Or plays with dolls.
Jungle Jim would be proud!!!
Bon Jovi and the NRL in general share one very significant feature. Really bad, outdated haircuts.
11:19 (or MJW employee, as you so OBVIOUSLY are.)
I’m an advertising wanker. I don’t play with dolls.
I fucking hate it.
Wow! An existing song with some game footage. Never seen that before…
At about 0:50 it looks like the Roosters playing leaning over lets out a big flaming fart… probably to go along with the steaming turds they lay in hotel hallways.
@11:19 is that you Mastermind?
Lately we’ve seen MJW aggressively defending the work did, for an account they lost because the new agency is simply doing it better. I’ve a strong suspicion that they’ll be doing the same very, very soon. Sorry guys but this really is appalling.
Perfect for NRL.
@ 11:19Am I was tempted to put my name to this post I hate it so much.
This spot undermines the intelligence of even the lowest common denominator.
You know what that needed? Pirates. But other than that it is hard to fault. Fiery rings, fiery steps, fiery try-lines. It had it all. Well done to all at MJW and the team at Lucas Arts.
So the NRL’s target market is 40-year old women with a penchant for acid-wash and streaked mullets. Forget about the embarrassing creative work, it’s the strategy that deserves the caning. The AFL will be LOVING this.
The NRL, lowering the bar since 1998.
It’s formulaic in its approach, but the NRL attending public will like it and it will help get bums on seats, not win awards – so job done.
A third-rate sport administered by third-rate functionaries gets the advertising campaign it deserves.
Imagine that.
It’s like a droopy eyed child without arms, flailing about in its own shit.
All the way from 2011, an 80’s ad with 80’s music for an 80’s game.
If I look at it through the eyes of an NRL fan, I go ‘yeah, cool.’
It could have been better, no denying that. But it’ll work.
My God! What a cynical bunch you are. Can no-one EVER say anything positive on this blog? If we look at this tvc in context – it is for the NRL, the target market is NRL fans and the sport is about everything the commercial highlights. Love it or not there’s a fair bunch of die hard Aussies that this appeals to.
This has truly brightened my day.
Funniest ad I’ve seen in ages.
Rollercoaster! Priceless.
Congratulations to all involved.
God bless the Mungos.
This ad is amazing.
And all the people at MJW Advertising are really, really good looking.
This could’ve been done a million times better. Don’t even try and defend it.
Just stop.
Bring back Billy Idol
I don’t think we can be too hard on MJW. They probably did want to make something which met with the lofty expectations of the ad industry, but you don’t have to work with the NRL to know that all they want is to make something which resonates with the punters.
So, how do you get a bunch of westies filing through the turnstiles? Psyche them up using a compile of the great tries/tackles/moments of the previous year, along with a pumping rock track underneath. They’ve tried to do something different in the past, something a little more “strategic”, and not only was those campaigns utter shite, they just didn’t connect with the fans. Double fail.
The success of the NRL’s pre-season marketing will always rely on a perpetual turnover of prescriptive advertising. I’m sure there are stats to prove it. Hey, like it or not, most of us will never forget the classic Tina Turner campaigns, or even the puntastic ‘That’s My Team’ stuff, because they focussed on getting you psyched up for the footy. And worked.
Oh yeah, GO THE ROOSTERS!
Heroin addict bogans, who’ve been on the nod since the 80’s think it’s farkin’ sweet mate, faarkin’ ask ’em.
MJW does an ad that uses gratuitous flame SFX? Hmm, sounds familiar…
Ok, sure, most of the people who will be seeing this via Bon Jovi’s facebook page are from overseas and will never go to a game or watch one on tv, but…
It’s had nearly 8000 likes and over 500 comments!!!
@1:46PM
This is an EPIC FAIL buddy, seriously. Rugby league isn’t about 80’s rock and redneck westies. Have you ever sat at a game? Know any players? Or fans? Do you really think this Bon Jovi rubbish is pumping or even relevant to the punters in rugby league heartland, inBankstown or Parramatta?
Go Souths!
9 more sleeps and we’re back to months of fun and games.
And imagine Jon Bon performing at half time with an amp that does turn on.
GO MANLY
Toothless. Literally.
Yeah, what he said.
http://www.facebook.com/home.php?#!/BonJovi
sure there are better ads out there , but it appears the 7,000 Facebook comments beg to differ with the 30 CB comments . Damn those consumers are annoying!
Goes up to eleven.
Go the Tiges!
existing footage with graphics over the top + new song does not equal new campaign. And is it just me or is this song really, and I mean REALLY flat lifeless and dull. Doesn’t stir anything other than my weak latte…and only just
I know who wrote this, it stinks because he doesn’t listen to good ideas or know one when it slaps him in the face. He would have been punching the air in the presentation. LOSER.
A flame-grilled whopper of an ad.
The burgers are better at the NRL.
Not long ago Bon Jovi said in the media that the anthem “This is our house” was written with the express purpose of it being used in sports marketing. Already an ice hockey team in the States uses it. If the exercise was as cynical as that, why is the NRL rewarding this mulletted Yank instead of approaching one of the many great Australian rock bands and asking them to come up with something new and refreshing that at least speaks to Australians, and keeps the royalties in Oz?
As for the ad itself, Wide World of Sports was doing this stuff a million times better every week on their Channel 9 promos.
totally fucked and uninspiring song.
should have gone for ‘It’s my life’ or something that pumps the blood a bit.
fuck, what a waste.
top job getting the band, but then they fucked it.
rugby league needs some rockin roll.
after all, it already has the sex and the drugs.
4:18 is right. Keep it Aussie and relevant.
How about Rose Tattoo’s ‘Bad Boy For Love’?
What were they thinking?
They should have approached Harry Hardman to do the gig!!!
a bed of roses….with one girl on it and a group of neanderthals grunting around it, yeah they might like this ad.
Bring on the world cup
http://www.youtube.com/watch?v=wnLKnPzFFeU
That’s an ad for Rugby Union. League is a much better game? Why treat it like a poor stepchild?
Some of the comments on here are way over the top relative to the subject… seems like a lot of the Anonymous tribe are either grinding an axe over their disdain for the sport or settling an old score with the agency. As for the comment about the improvement to the Hungry Jacks work since its move… really?? The best that can be said for that lame HJ’s offering last week is that whilst it is crap it isn’t worse crap.
6:56PM
Come one 6:56 you are having a laugh now aren’t you mate?
Think you might have a touch of the Charlie Sheens. Amazing stuff.
I’m a Client at your agency, I’m telling you pal I’d pull my head in.
I’ve had to cop my fair share of appealing to neanderthals in both marketing and target markets. But this is a pure waste of testosterone.
While it might appeal to the clients version of the target market, (who btw have now discovered coopers tastes better than vb, and they can afford it), it’s not going to grow the target one fucking bit.
Put Charlie Sheen in there fo-sure. At least he’s entertaining.
Yes this would appeal to some league fans. But isn’t the point of an ad campaign to attract new customers/fans. Preaching to the converted is a waste of time and money.
This is bad and pointless.
I note no creatives put their name to this..!
I can’t believe that the NRL has let these foreigners from New Jersey into ‘Our House’!
Did they land by boat? Or were they Lear Jet People?
Go the NRMA Broncos!
No production credits either. Seems everyone involved is remaining anonymous on this one, and with good reason.
Well everyone except MJW, and truthfully, what do they have to lose?
I fell into a burning ring of fire
I went down, down, down, and the flames went higher
And it burns, burns, burns, the ring of fire
The ring of fire
Even Johnny couldn’t save this one from the flames
I can totally understand why they’ve done it this way. It’s safe and won’t offend any part of the audience. But it just looks like a channel 9 promo, rather than a TVC for the brand.
I think the song isn’t right, either.
It’s more like the old ‘car crash syndrome’. 10 million people taking a look – but doesn’t mean they’re liking what they see.
Nope.
5:56
Such politeness is rarely displayed on this blog. For those who are unfamiliar with this style of post, what he is trying to say is “it’s sucks balls”
Sorry I am 7:06Pm
“it” in relation to the above post “it” sorry.
http://www.youtube.com/watch?v=LccxeBMLibY
@7:06 & 9:42
I think you’ll find that ‘it’ puts the lotion on ‘its’ skin.
Hahaha all the negative posts must be from ex(terminated) MJW employees. Losers go get jobs.